Untappd app for beer6/4/2023 These virtual rewards do nothing except release a small dopamine kick, leaving the user with a feeling of satisfaction despite its value being entirely artificial. What creators of these tactics often label as loyalty or retention strategies, they would be better described as addiction. Untappd brings its own gamification through badges, earned by completing tasks such as checking-in to three venues in an evening (Brew Crawl badge) or drinking ten Australian beers (Down Under badge). The relatively new concept was first made popular by Foursquare, the check-in app which allows users to compete for Mayorship of venues, encouraging repeat usage. The technique of using elements from gaming to enhance what would otherwise be a mundane task. Product developers, and more recently marketers, call it ‘gamification’. Thankfully I discovered the free WiFi and earned a badge I had been trying to get for a while.Īnd herein lies the bigger problem with Untappd badges. Without a 3G connection, I wouldn’t be able to record a beer available only at the venue. A wave of anxiety washed over me when I saw my phone had no reception. To be fair, it was useful in the early days as a record of my favourite beers, especially trying to recall them later after one too many 6% IPAs.īut the harmless fun quickly turned into a red flag shortly after when we arrived for a session at Red Hill Brewery. Instead it became a catalogue of my past endeavours and a routine I felt compelled to fulfil with every beer I drank. With a tagline of “Drink Socially”, its creators hope users will find and explore new beers and places to drink them in.īut I, like many I’ve spoken to, rarely used it for such. Launched in 2010, the beer drinking app was created to help avid craft beer drinkers “discover and share your favourite beers”. On the surface, Untappd has quite a useful premise. The look on her face told me it was time to delete Untappd. Throughout what had become a two minute ritual I had unintentionally but entirely ignored my girlfriend sitting across the table. Before anything else, I pulled out my phone and opened an app to upload a photo, rank the beer and submit my review. With a beer in each hand, I sat and tasted what was a pretty damn good ale.
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