Success Stories.

NBC utilized Nitro as the foundation for its web site based on the hit TV show The Office. At the beginning of the 2007 season, NBC launched the Dunder Mifflin Infinity (DMI) web site, a social network and user-generated content site for fans of The Office. Fans can sign up to become Dunder Mifflin employees, socialize with other fans, and compete against each other in online contests. Nitro is the backbone for the Dunder Mifflin incentive economy - powering a virtual currency, leaderboards, behavior tracking, and virtual goods. DMI is popular among a young adult (18-34), more educated audience.

NBC's primary goal for Nitro on the DMI site is to drive the creation of user-generated content. They want the site to "run itself", without a dedicated team having to create new content every week, so they need their users to create the site content. Every week, the site producers come up with a new user-generated content task, and they use Nitro to incent users to complete the task. Content submissions are rewarded, and good content submissions (as voted on by the community) are rewarded even more handsomely.

Nitro has been an incredibly effective driver of participation and content creation on DMI. NBC is paying their users virtual currency to do real work, and create the content that drives the site.

The competitive elements are front and center - the home page features leaderboards that showcase the top overall users, as well as the top users this week. Leaderboards can also be created for groups of users, referred to as "branches" on DMI, to create a sense of collective competition.

Users earn SchruteBucks by doing simple tasks like uploading a photo or video, changing their favorites, rating an item, posting on a discussion board or adding a comment. They can also lose SchruteBucks for getting flagged for inappropriate content or behavior. NBC is incenting personalization and participation with SchruteBucks, and users can earn up to Sb $100 per week by doing these every day activities. But the way to earn a lot of SchruteBucks is by doing the weekly tasks.

The weekly tasks are how the bulk of the DMI site content is created, and the focal point of NBC's Nitro implementation. Tasks range from simple (create a musical playlist for a character on the show) to complex (script and film an ethical situation), and are related to the plotline of the current week's show, tying together the online and offline Office experiences.

What can users do with the SchruteBucks that they earn? They can buy items for their virtual desks (or as gifts), and climb the corporate ladder.

Every user can see their current SchruteBuck balance on their profile page, as well as their level in the community. Users can work their way up the corporate ladder through 11 levels, ranging from Temp up to Assistant to the Regional Manager. The levels create a status hierarchy in the DMI community, and users at higher levels have better virtual desks and access to more virtual goods. All relevant user data is available via the Nitro APIs and can be rendered any way and in any place the site owner desires.

Users all get their own desk, which they can customize with items that they buy from the DMI store. Every user's desk is placed prominently on their profile page, so they become a status symbol and mode of self-expression in the community. NBC has complete control over the desk, including the background image, skin, assets, prices, quantities, etc. All of which can be configured via the Nitro Admin UI and our runtime styling options.

Notice the model Toyota Corollas in the picture above. Sponsored items can easily be integrated into Nitro's Virtual Room module, providing the site owner with new revenue streams and brand advertisers with new ways to engage with their consumers.

The Store also provides other sponsorship opportunities. MasterCard sponsored a 200 SchruteBuck Gift Card. Users received 200 free points to spend, MasterCard received a great branding opportunity with a desired audience, and NBC received real sponsorship money to give away virtual currency.

Ready for the next step? to learn more.