I want to go on record as being a skeptic of gamification for consumer products companies.
I find this NYT article pretty accurately leaning skeptical. Just to be clear, I'm not saying gamification never works, I just think that the cases where it works will more likely be the exceptions that the promoters wish would be the rule, but aren't. Here's a choice quote:
"It's a concept being invented and mastered by speakers, conference organizers and business consultants in order to provide them with a short-lived burst of success," said Dr. Bogost, who last year wrote an essay that, in its off-color title, bluntly dismissed gamification.