On a trusted friend’s recommendation I downloaded Zombies, Run!, a new iPhone / iPod Touch / Android game. The premise is simple: you go out and run (or walk), and the app immerses you in an alternate reality game where you’re escaping zombies and helping rebuild a town.
The price seemed a little steep ($7.99, oh noes!) but I figured I’d give it a try. I’m glad I did. It is hand-down the best gamification experience I’ve had on my iDevice so far, and there are a lot of lessons to learn here both in the fun/app department and for us marketing folks who are still trying to wrap our heads around the whole gamification thing.
Here’s a little overview of my experience (which is fundamental to the rest of the story), and then the marketing lessons and my suggestions for the app – which aren’t so much “fix this!” but “here are some ways to make an awesome experience awesome-er!”

This. This is an awesome zombie.
My Zombie Story
I’m not a runner. I tried to be once, and after I hurt my knees (which took months to heal, and even then never healed quite right), a doctor asked me if I ever liked running. “No,” I answered honestly. “Then don’t do it,” he said. “You’re not built for it. Find exercise you like and do that instead, like swimming.” At best, I’m a walker or a hiker. 10-mile hike? Awesome. 10-minute run? Kill me now.
So first I made sure Zombies, Run! would actually function well as Zombies, Walk Quickly! It does. Download, load onto my phone. I did this when I knew I could take a 15-minute walk at work to give it a try “in the field.”
Firing up the app is a very different experience. I haven’t realized how much I’ve been trained to accept a standard procedure when I log into an app for the first time – create an account and password (yet another KeePass entry), link to Facebook Connect (yet another privacy setting to deal with), then tell it not to post every update to social networks (see above.)
Zombies, Run! starts with none of this. There are a handful of screens explaining the app, then a little “slide to run” slider with a reminder to put my headphones in. I head out of my office and “slide to run,” then start walking. It asks me to select a playlist (defaulting to the Braid soundtrack. I swap for “80s Science Fiction” – more on this in a minute.) Immediately a story begins and I’m walking around.
Zombies, Run! swaps pre-recorded story sound files with your playlist as you walk around. The game is broken into missions that consist of a handful of these sound files, which play in between the songs on your list, giving you a story as you go. They’re designed to last around 25-30 minutes depending on the length of the songs in your list – a decent workout time. And you can pause it if you want to split it up or need to take a phone call or something, and pick it up at any time whether it’s later that day or next week.
The first two-minute segment introduces you to the world and some of the characters. By the end of it I’ve been “dropped” into a zombie-infested area and I need to “run” to safety. The recording quality is great, the voice acting is superb, and the zombie noises feel appropriately menacing. The segment ends with a clear call to action: there are zombies right behind me. I need to RUN to safety!
I’m a fast walker, and that’s what I do. My playlist kicks in: Mike + The Mechanics “Silent Running.” I had not planned this. The song picks up. “Can you hear me, can you hear me running?” There’s no way I’m passing this up, bum knee or not. I start jogging. I’m sick (getting over a nasty cold), I hate running, but I’m being chased by zombies and I have an awesome soundtrack. “Can you hear me running, zombie scum?” I take off. I’m grinning like a fool.
Of course I tired out and slow down to a walk after a couple of minutes. The song ends and the adventure continues.

Wait, that's not it.
The story has me running through a hospital (infested by zombies) to pick up a MacGuffin. Along the way, a computer voice informs me of different collectable items I’m picking up: light bulbs, first aid kits, cellphones. More on this later.
After a half-hour (of my planned 15 minutes) the mission ends and Zombies, Run! goes into radio mode, playing my playlist. I can keep going to collect more items or return to base. I’m sorely tempted to keep collecting items but I need to head back to my office, so I hook around and finish the mission.
The app now takes me to a screen where I can manage the base, upgrading elements by assigning the items I’ve picked up to various sections of base. Upgrading adds people to the population of the base and there are some missions that appear to be unlocked only with certain upgrades: I need a Level 3 Hospital to unlock a later mission, for example.
I fiddle with my base a little bit then start planning out the ultimate Zombies, Run! play list. Mike + The Mechanics will be on it as will Bonnie Tyler. Because, why not. I’m actually sitting in my office contemplating a second walk for today to get more items and hear more of the story, and definitely looking at my lunchtime schedule for tomorrow figuring out where I can slot in a half-hour for exercise.
Zombies, Run!: Mission Accomplished.
The Awesomesauce
OK, so what specifically makes Zombies, Run! so great? Glad you asked. As I mentioned above this is the best gamification experience I’ve had, so here we go.
- It starts right away. I really like how it drops you right into the experience, provided you’ve got your headphones and are ready to go. 30 seconds after firing up the app and you’re already “running” and involved in the story. There’s no account creation process up front – and this is a fantastic change of pace.
- You’re rewarded almost immediately, often and in different ways. The story pulls you in and you instantly feel like you’re part of the action, and the game commands you to “run” – and then rewards you by coaching along when you have (“great work! Oh no, there’s more zombies coming, run!”)Then, as you’re running, it drops more nuggets in the form of the collectable pick-ups, They come often enough that you feel like you’re accomplishing something every thirty seconds to a minute or so. Now that I know what those objects do, I feel like I’ll begin planning ways to improve my base even before I end my next “run.”Finally, at the end, I can go into my base management section whenever I want – not necessarily during a run or right afterwards, but whenever I fire up the app (say, once I’m back at my desk and have cooled down a bit.) I can then take my time, click around the base, learn more about the items I picked up, manage the various little fiddly bits – all different kinds of rewards.
- There are clear things for me to do next. There’s an entire gallery of missions and whenever I fire up the app that magical “slide to run” bar comes back. In fact, after finishing the initial missions I have a choice of two missions to run next, which is fantastic. I can see future missions unlock after certain requirements (it’s telling me I need a Level 3 hospital for a future mission, for example), so I need to keep collecting health items to keep upgrading my hospital to unlock it.
- It has removed the grind from exercising (or disguised it very, very well). One of the reasons I hate exercise is that it’s really goddamned boring. I’ve tried to find various ways to mitigate this with varying degrees of success: listening to DVD commentaries, audiobooks, and podcasts; watching TV; playing video games; etc. None of them have worked for long. There’s always a point where I feel “damn, I’m just grinding out exercises and what’s the reward for this?” Congrats, Zombies, Run! – you’ve done something no other form of entertainment has done. You’ve made me forget I’m working out and grinding.In fact, at the end of my walk, I wanted to keep going because I wanted to see what other items I could pick up. I had exercised for 35 minutes and not only was I not tired of the grind, I wanted to keep doing it.
- I feel like this is very much my game. This has everything to do with the playlist I selected and the extremely positive experience I had with that playlist. If, for example, I’d stayed with the Braid soundtrack I don’t think it would have been nearly as grin-inducing as cheesy 80s tunes (note: my Zombies!!! playlist will include Highway to the Danger Zone. How could it not?) But taking my music and bringing it in makes it a very personal experience on a level not possible if I was only listening to the canned audio from the stories.
- I’m already seeing a certain degree of choice: I can choose how to allocate my resources in my base, and I can choose my next future mission. And of course I can choose my soundtrack, so if I want I can totally customize my experience with some kickass music.
- It’s fun. Not gonna lie: I had an enormous grin on when I started jogging and hearing Silent Running. It was a fun experience from start to finish, and that’s why people want to play games (or gamify an otherwise un-fun experience – like exercise.)
- There’s an ARG tie-in. I’m not going to spoil anything but one of the items I unlocked lead to a website that has a bunch of pre-loaded content that ties into the game’s story. It’s extended content that I don’t need to engage with, but I already feel rewarded for doing so. Well done.
Marketing Hat On
There’s a lot for marketing people to take away from the above. In fact, you might as well call this “gamification best practices” and call it a white paper (hey, that’s not a bad idea.) A minor tangent:
Marketers have a way of fouling up everything cool they touch with very little in the way of positive results – at least when it comes to stuff like gamification. This was a hot 2011 buzzword but it’s since fizzled out, largely because most marketers didn’t know what the hell they were talking about or why gamification is important. Since my agency is working on a potential ARG-style app, I wanted to highlight the above as best practices – but also state one more quick thing.

Not pictured: Gary Gygax.
Marketers Aren’t Game Designers. We run the risk of plowing forward with building “a game” based on partial understanding of how games work and potentially embarrassing ourselves by building something half-assed and watered down that will end up burning through a lot of our client’s (or department‘s) money but accomplish very little else apart from building the Go-Bots of whatever app we’re knocking off.
So if we’re serious about games, we need to engage game designers. There, I said it. It is why we will fail – repeatedly – if we try to make stuff half as cool as Zombies, Run! Great designers are out there and making great stuff. Our clients want great stuff. Why shouldn’t we engage people like those how made Zombies, Run! The studio (Six to Start) who helped the author (Naomi Alderman) bring this game to life specializes in transmedia storytelling experiences and have done some great work in the past. They’re walking that line between marketing agency and game developer or storyteller. Most of us don’t, and if we’re headed into that area, we should be tapping into resources like Six to Start.
How to Make It More Awesome-er
I wouldn’t be a gamer if I didn’t have some suggestions to make Zombies, Run! even better. I want to point out that I haven’t spoken to the designers whatsoever and I’ve only had one main experience with the game so far, but I read their site and blog to get as much information as I could. So if these suggestions are already in the works and have been announced but I missed them (or if I unlock them later), then good on me for anticipating future awesomeness.
- Allow me to shuffle my playlist, or to work through a playlist over multiple missions. It seems like the missions are set up only to play the first few songs on a playlist without skipping around. I want a 30-song playlist that it pulls from randomly or shuffles or plays through over a series of missions. Or alternately, Spotify integration or the ability to play a Spotify playlist. And a pony.
- There isn’t enough explanation on the base screen. I eventually figured out that I needed to drag my items onto the base, but didn’t realize the base had different areas I could drag them to, and that certain items needed to go to certain places. I did manage to figure this out after a while but it wasn’t clear.
- I’d love missions of varying lengths. 30-40 minutes is fine for a normal workout, but I’d love a few longer missions for a long weekend run every now and then.
- More social options. I don’t just mean “Facebook Connect so I can post on my wall” (which some people probably want) but options that allow me to share the cool factor of the game with a buddy or partner in a variety of ways. Let me run/walk with a friend who also has the app, and tailor the story for the both of us. Let me see my friend’s bases and maybe we can go on missions to help each other out.
- Please let there be more than the 13 missions I can see on the select screen currently, even though most of them are ghosted out. You’ve hooked me. I’m going to do a run a day. I want this to last more than two weeks – I want this to be a long-term solution to managing my health, which has been a struggle for me.
- Consider adding non-running elements to the game. It doesn’t have to be complex – but warm-up / stretching routines that play into the story would be slick, even if it’s just base chatter and some encouragement.

Fact: The ability to to this would also make the game more awesome.
I’m sure I’ll think of more awesome-er things in the future but that’s what struck me after my first go and fiddling with the app afterwards. Minor UI things aside, I loved Zombies, Run! and am already planning on how I can incorporate it into my routine for the next couple of weeks. I want to go on another walk right now to see what happens next. Hats off Naomi Alderman and the Six to Start team on crafting a great experience!