In a world where social media and the so-called “game layer” are constantly turning the most mundane tasks into opportunities for rewards, it seem like everything we do has the opportunity to be turned into Foursquare or SCVNGR-like activity.
But can the new wave of social gaming really change how people live their lives?
That’s what two programs, Earth Aid and Joulebug, are aiming to do. The two companies have their sights set on an elusive goal: they are betting they can lead you to become more energy efficient at home.
First, let’s admit to ourselves that energy efficiency, for all its positive attributes, has always had a hard time gaining traction. It’s hailed by utilities, governments, and advocacy groups as a partial solution to some of humanities larger issues: climate change, fossil fuel dependence, and even poverty to name a few. Year after year, millions of dollars are thrown at programs encouraging and subsidizing efficiency programs, encouraging homeowners to step up and do something that can benefit them financially and even help the environment as a feel good bonus. Yet the majority of homeowners still aren’t biting.
Why hasn’t energy efficiency hit its tipping point? There’s the obvious upfront cost people have to shell out for efficiency upgrades in the short term. But let’s face it- energy efficiency is pretty mundane in practice. It takes a certain type of person to get excited about energy efficiency (I happen to be one of those crazy individuals).
For the rest, Earth Aid and Joulebug are hoping to convince them that saving energy can be fun by offering achievement levels, instant feedback, and the possibility to gain imaginary and real rewards for completing certain tasks.
Earth Aid, is a website that touts the headline, “Reduce your home energy bills…and we’ll pay you for it.” While currently only available in the United States, Earth Aid has created a program where homeowners can gain tangible rewards by achieving energy reductions in there home. With regional businesses and international companies such as Starbucks and Unilever participating, homeowners have multiple ways they can “double up”, not only reducing their energy bills, but getting rewarded again with things like free Starbucks coffee.
Meanwhile Joulebug, a downloadable app for iPhone, allows users to gain points, badges, and pins for accomplishing day-to-day tasks that reduce the users energy use.
Both Earth Aid and Joulebug can be connected to social networks Facebook and Twitter, allowing users to share, encourage, and (in theory) compete against each other in their energy efficiency achievements.
So will rewards, feedback and social bragging rights be enough to nudge a large group of people to take on energy efficiency? Time will tell. In the case of Earth Aid, Starbucks and Unilever believe enough in the idea to attach their brands to it.
In the meantime, let’s not forget that foursquare made it popular to push all your boring life details to Twitter in return for the possibility of becoming “mayor”. If checking into the subway on the way to work can become popular, then I think energy efficiency has a chance in the game layer.