re: Pepsi Creates Private Label Social Network For X-Factor
If the intent was to encourage an x-factor chat stream, the implementation is pretty far from the mark.
Gigya's implementation fails to create context or identify any intrinsic user motivations.
In a system where the only objective is to earn the most points and get your message on tv, the most successful players are going to be those who spam the stream the most. As expected, the stream is completely filled with spam -one is hard-pressed to find any mention of the x-factor show anywhere on the shout-out site.
Gigya may have experience in handling large usage loads, but they clearly don't have much experience in gamification. The Pepsi shout-out site is not only uninteresting as a destination but it fails to provide any value to Pepsi or the customer.
The fact that Gigya would cite this obvious mess as one of their 'best implementations with any brand' is honestly embarrassing.