Nitro case studies.

NBC's The Office

NBC utilized Nitro as the foundation for its web site based on the hit show The Office. Below is the front page of the Dunder Mifflin Infinity web site, a social network and user-generated content site for fans of The Office. Viewers can sign up to become fictional Dunder Mifflin employees, socialize with other fans, and compete against each other in virtual contests. Nitro is the backbone for the Dunder Mifflin incentive economy - powering a virtual currency, leaderboards, behavior tracking, and virtual goods.

Once users sign up, they're instructed to perform various tasks to work themselves up the corporate ladder (leveling up). Nitro doesn't power these tasks; instead, it tracks the user behavior by awarding "SchruteBucks" (the fictional currency used on the site) for tasks that are completed. Tasks vary from week to week: sometimes users are instructed to upload their own video to be judged in a site-wide contest; other times, they "virtually" dress up (or down) show characters. Smaller behaviors can be incented by Nitro as well: posting on a discussion board or adding a comment also earns SchruteBucks.

Tasks include dressing show characters up in virtual clothing. Completing these tasks earns Nitro-powered "SchruteBucks."

So what do users do with earned SchruteBucks? Since "the desk" is such a powerful concept in the show, NBC employeed Nitro's Canvas module to let players create virtual desks that they could decorate with elements purchased in an online store (again, powered by Nitro.)

The Virtual Item Store, powered by Nitro's Canvas module.

The Virtual Desk, again powered by Nitro's Canvas module.

Nitro provides NBC with a full-featured engagement engine that has helped turn DunderMifflinInfinity.com into a huge hit.