{"id":1806,"date":"2019-05-15T11:13:40","date_gmt":"2019-05-15T15:13:40","guid":{"rendered":"https:\/\/www.yupingliu.com\/wordpress\/?p=1806"},"modified":"2019-05-15T11:16:28","modified_gmt":"2019-05-15T15:16:28","slug":"key-trends-in-marketing-gamification","status":"publish","type":"post","link":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/","title":{"rendered":"Key Trends in Marketing Gamification"},"content":{"rendered":"\n

From entertaining Super Bowl commercials to wildly viral video campaigns, marketing has always had a flair for the playful. It is no surprise then that the concept of gamification is readily integrated into many aspects of marketing. Well-known examples include Starbucks\u2019 creative use of gamification<\/a> in its reward program and McDonald\u2019s adaptation of the Monopoly Game.<\/a> In this article, I\u2019d like to outline several key trends I observe in the application of gamification in marketing.<\/p>\n\n\n\n

Gamification and Branding<\/h3>\n\n\n\n

Good gamification and good branding share one thing in common: a good story. In a world of social media and user-generated content, a brand has to shift from hard sell to telling good stories<\/a> about the brand to attract consumers. The new generations of consumers appreciate a brand that is authentic and relatable. Gamification will play an important role in brand storytelling by integrating bits and pieces of brand stories into gamified experiences. It can bring the brand story alive and let the fun experiences translate into memorable brand moments for users. Coca-Cola\u2019s huggable vending machine<\/a> is a good example of such experiences.<\/p>\n\n\n\n

Using Gamification to Increase Customer Engagement<\/h3>\n\n\n\n

Games are engaging, and customer engagement is a valuable asset in today\u2019s marketing. One brand adept at leveraging board game concepts is Starbucks. The Starbucks Hopscotch game<\/a> that ran this spring challenged users to make specific purchases (e.g., buying lunch, mobile ordering) in order to hopscotch their way to 400 bonus stars. Compared to an old boring promotion, gamification keeps users on their toes and offers them the gratification of winning challenges and rewards. The result? An audience who won\u2019t easily get comfortable or bored with a brand and who will want to be part of the exciting experiences that the brand has to offer.<\/p>\n\n\n\n\n\n\n\n

Integrating Gamification into Augmented Reality<\/h3>\n\n\n\n

Augmented reality has brought about fun games such as Pokemon Go and Ingress and has revolutionized the idea of games. It has made no less impact on marketing. Brands such as IKEA<\/a>, Sephora<\/a>, and Visa<\/a> have all tried their hands at augmented reality. However, whether augmented reality truly helps marketing is still being debated. Academic research shows that consumers may be so engrossed in augmented reality technology that the most important brand information becomes forgotten<\/a>. The future of combining gamification and marketing in augmented reality may offer an answer to this problem. Through gamification\u2019s ability to engage users in the brand story, augmented reality can become more purposeful in delivering the right brand stories and messages and in engaging users along the way. The key will be to make augmented reality technology actually useful based on the product being marketed and integrate fun into that process. Google Map\u2019s originally planned use of a virtual fox<\/a> guiding users through the labyrinth of a city is a great example of this idea. Although Google eventually scrapped the fox<\/a> due to safety concerns (who can resist the charm of a magical fox?), the idea of combining useful AR reality technology with engaging gamification concepts is likely to show up in other places in the near future.<\/p>\n\n\n\n

Gamification for Social Good<\/h3>\n\n\n\n

A UN Foundation survey last year shows that many Gen Z consumers seriously consider a brand\u2019s stance on social issues<\/a> when making their purchase decisions. Many marketers have adopted corporate social responsibility (CSR) strategies to meet consumers\u2019 increasing expectation of brands as important social citizens. But many CSR campaigns can come across as dull or contrived. Gamification can make the experience more fun and engaging. SAP, for example, developed the TwoGo app<\/a> to help businesses encourage carpooling among their employees. It allows users to earn points, find the perfect ride match, and donate saved money to charities. We can expect to see more integration of gamification into CSR efforts to make these efforts more fun and interactive.<\/p>\n\n\n\n

To conclude, gamification has diverse applications in marketing. It can help brands better tell their stories and create more interesting customer experiences. The challenges will be to find the best integration approaches and to effectively adapt the concept of gamification for the individual brand.<\/p>\n\n\n\n

Note: A previous version of this article appeared in the CIO Review<\/a>.<\/p>\n\n\n\n

Image by MyTechLogy Where IT Talents Shine<\/a> from Pixabay<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Read on to discover the four key trends in marketing gamification, including integration with AR and gamification’s role in customer engagement.<\/p>\n","protected":false},"author":1,"featured_media":1807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[28,6,27],"tags":[274,273,263],"class_list":["post-1806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best_practices","category-internet_marketing","category-reality_check","tag-augmented-reality","tag-customer-engagement","tag-gamification","post-archive"],"yoast_head":"\nKey Trends in Marketing Gamification | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"description\" content=\"Read on to discover the four key trends in marketing gamification, including integration with AR and gamification's role in customer engagement.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Key Trends in Marketing Gamification | Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"og:description\" content=\"Read on to discover the four key trends in marketing gamification, including integration with AR and gamification's role in customer engagement.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\" \/>\n<meta property=\"og:site_name\" content=\"Ping! >> Loyalty Science in Practice\" \/>\n<meta property=\"article:published_time\" content=\"2019-05-15T15:13:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-15T15:16:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png\" \/>\n\t<meta property=\"og:image:width\" content=\"640\" \/>\n\t<meta property=\"og:image:height\" content=\"350\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Yuping Liu-Thompkins\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:site\" content=\"@PingTweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Yuping Liu-Thompkins\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\"},\"author\":{\"name\":\"Yuping Liu-Thompkins\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"headline\":\"Key Trends in Marketing Gamification\",\"datePublished\":\"2019-05-15T15:13:40+00:00\",\"dateModified\":\"2019-05-15T15:16:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\"},\"wordCount\":709,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"image\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png\",\"keywords\":[\"augmented reality\",\"customer engagement\",\"gamification\"],\"articleSection\":[\"Best Practices\",\"Internet Marketing\",\"Reality Check\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\",\"name\":\"Key Trends in Marketing Gamification | Ping! >> Loyalty Science in Practice\",\"isPartOf\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png\",\"datePublished\":\"2019-05-15T15:13:40+00:00\",\"dateModified\":\"2019-05-15T15:16:28+00:00\",\"description\":\"Read on to discover the four key trends in marketing gamification, including integration with AR and gamification's role in customer engagement.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png\",\"width\":640,\"height\":350,\"caption\":\"gamification\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.yupingliu.com\/wordpress\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Key Trends in Marketing Gamification\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#website\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/\",\"name\":\"Ping! >> Loyalty Science in Practice\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":[\"Person\",\"Organization\"],\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32\",\"name\":\"Yuping Liu-Thompkins\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"url\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"contentUrl\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\",\"width\":819,\"height\":1024,\"caption\":\"Yuping Liu-Thompkins\"},\"logo\":{\"@id\":\"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg\"},\"description\":\"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy & Marketing, among others. She is currently an Associate Editor for Journal of Advertising, and she serves on the editorial review board of Journal of Marketing, Journal of Interactive Marketing and Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found on her website Yuping Online.\",\"sameAs\":[\"https:\/\/www.yupingliu.com\",\"https:\/\/www.linkedin.com\/in\/yupingonline\/\",\"https:\/\/x.com\/PingTweets\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Key Trends in Marketing Gamification | Ping! >> Loyalty Science in Practice","description":"Read on to discover the four key trends in marketing gamification, including integration with AR and gamification's role in customer engagement.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/","og_locale":"en_US","og_type":"article","og_title":"Key Trends in Marketing Gamification | Ping! >> Loyalty Science in Practice","og_description":"Read on to discover the four key trends in marketing gamification, including integration with AR and gamification's role in customer engagement.","og_url":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/","og_site_name":"Ping! >> Loyalty Science in Practice","article_published_time":"2019-05-15T15:13:40+00:00","article_modified_time":"2019-05-15T15:16:28+00:00","og_image":[{"width":640,"height":350,"url":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png","type":"image\/png"}],"author":"Yuping Liu-Thompkins","twitter_card":"summary_large_image","twitter_creator":"@PingTweets","twitter_site":"@PingTweets","twitter_misc":{"Written by":"Yuping Liu-Thompkins","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#article","isPartOf":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/"},"author":{"name":"Yuping Liu-Thompkins","@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"headline":"Key Trends in Marketing Gamification","datePublished":"2019-05-15T15:13:40+00:00","dateModified":"2019-05-15T15:16:28+00:00","mainEntityOfPage":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/"},"wordCount":709,"commentCount":0,"publisher":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"image":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage"},"thumbnailUrl":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png","keywords":["augmented reality","customer engagement","gamification"],"articleSection":["Best Practices","Internet Marketing","Reality Check"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/","url":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/","name":"Key Trends in Marketing Gamification | Ping! >> Loyalty Science in Practice","isPartOf":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage"},"image":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage"},"thumbnailUrl":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png","datePublished":"2019-05-15T15:13:40+00:00","dateModified":"2019-05-15T15:16:28+00:00","description":"Read on to discover the four key trends in marketing gamification, including integration with AR and gamification's role in customer engagement.","breadcrumb":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#primaryimage","url":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png","contentUrl":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/05\/gamification.png","width":640,"height":350,"caption":"gamification"},{"@type":"BreadcrumbList","@id":"https:\/\/www.yupingliu.com\/wordpress\/2019\/05\/15\/key-trends-in-marketing-gamification\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.yupingliu.com\/wordpress\/"},{"@type":"ListItem","position":2,"name":"Key Trends in Marketing Gamification"}]},{"@type":"WebSite","@id":"https:\/\/www.yupingliu.com\/wordpress\/#website","url":"https:\/\/www.yupingliu.com\/wordpress\/","name":"Ping! >> Loyalty Science in Practice","description":"","publisher":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.yupingliu.com\/wordpress\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":["Person","Organization"],"@id":"https:\/\/www.yupingliu.com\/wordpress\/#\/schema\/person\/9157036ee1e42aeb9ed3b505139cdd32","name":"Yuping Liu-Thompkins","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg","url":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg","contentUrl":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg","width":819,"height":1024,"caption":"Yuping Liu-Thompkins"},"logo":{"@id":"https:\/\/www.yupingliu.com\/wordpress\/wp-content\/uploads\/2019\/06\/Headshot_Sep2014_compressed-819x1024.jpg"},"description":"Yuping Liu-Thompkins, Ph.D. is Professor of Marketing & Director of Loyalty Science Lab at Old Dominion University. Dr. Yuping Liu-Thompkins is an expert on building customer loyalty and habit through effective marketing programs. She specializes in turning customer data into useful customer insights and actionable customer relationship management and marketing strategies. Through collaboration with national and international companies in travel, retail, financial, and other industries, Dr. Liu-Thompkins has studied extensively the design and effectiveness of loyalty programs as a tool for customer retention, cross-selling, and customer growth. With a personal passion for technology, Dr. Liu-Thompkins is also known for her expertise in digital marketing, especially the use of social media for branding and customer engagement purposes. Dr. Liu-Thompkins has published her research in top marketing journals such as Journal of Marketing, Journal of Interactive Marketing, Journal of Advertising, Journal of Advertising Research, and Journal of Public Policy & Marketing, among others. She is currently an Associate Editor for Journal of Advertising, and she serves on the editorial review board of Journal of Marketing, Journal of Interactive Marketing and Journal of Marketing Communications. More information about Dr. Liu-Thompkins can be found on her website Yuping Online.","sameAs":["https:\/\/www.yupingliu.com","https:\/\/www.linkedin.com\/in\/yupingonline\/","https:\/\/x.com\/PingTweets"]}]}},"_links":{"self":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/1806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/comments?post=1806"}],"version-history":[{"count":3,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/1806\/revisions"}],"predecessor-version":[{"id":1810,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/posts\/1806\/revisions\/1810"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/media\/1807"}],"wp:attachment":[{"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/media?parent=1806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/categories?post=1806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yupingliu.com\/wordpress\/wp-json\/wp\/v2\/tags?post=1806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}