Our brief was two fold; provide a unique and engaging customer experience across the holiday period for AMPCSC shoppers and secondly, to deliver a ‘game’ or ‘gamified’ platform, thereby answering a direct business requirement.
Game-2-Win is an ‘Amazing Race’ style game that requires shoppers to complete a mixture of daily in-and-out-of-centre challenges, including answering questions, snapping photos and guessing games for the chance to win daily prizes as well as a share in a national prize pool valued at over $84,000.
The campaign ran for 70 days with 70 unique challenges across fifteen shopping centres in Australia and New Zealand.
The responsive website was designed from a ‘mobile-first’ perspective with much of the intended activity designed to take place on-the-go. As shoppers register, they were asked to link their social accounts to their profile giving them the opportunity to play via Facebook, Instagram and Twitter.
As shoppers advanced through the challenges, they were rewarded with badges to recognise their achievements as well as being able to track their progress against other competitors through their centre’s leaderboard.
A full administration dashboard was developed within Kentico for content management purposes with scheduled tasks and social filters querying the millions of Instagram and Facebook posts in real time. Datasift was initially utilised to provide access to the Twitter 'firehose', however, unreliable feed querying results, saw us developing our own scheduled tasks in Kentico.
1,065 Campaign Hashtags
2,451 Tweets by competitors
6,001 Facebook comments
4,630 Instagram Pics
8,576 Badges awarded
3 competitor meet-ups (that we know about)
Read the press release on RetailBiz.