Another example of the drive to gamification comes from Israeli navigation outfit Waze.

It integrated its iOS/Android social driving navigation app into Nintendo's 3DS launch schedule, with a mini-game for registered users in the US to encourage them to attend 3DS events.

Crystal kingdom

The scheme worked as once each hour between 26 to 28 March, a Mario icon appeared on a local US map.

Users then had to tap on Mario, using the Navigate buttons to fvirtually follow him to their nearest Nintendo 3DS launch event, collecting coins and mushrooms along the way.

Anyone collecting the final power-up star was automatically entered into the draw for the chance to win a Nintendo 3DS system, games and merchandise.

Users in regions without Nintendo launch event could also get in on the action by playing through three events to gain entry to the prize draw. 

[source: Waze]