Interactive online games can be a very effective method
of generating both website and show floor traffic, as well
as attracting lucrative sponsorships. However, the key to
success is to ensure that the interactive game is created
as an integral part of a strategic marketing communications
campaign, and not just a clever gimmick.
An
excellent example of how a creative interactive game can
become the focal point of the overall marketing effort
is the multi-faceted campaign H+A International created
for the Craft & Hobby Association's 2008 Summer
Show. Using the theme "It's Your Move - Play to Win",
and featuring a Monopoly-style game board, all elements
of the campaign were designed to drive people to the CHA
website where they could win valuable prizes and learn
more about the Show.See
Game Preview
While
the main incentive to attendees was to win prizes (free trip
to the show and an array of merchandise), the strategy behind
the game was based on achieving several measurable goals:
Drive people to the website to learn
more about the
Show and register to attend
Sell sponsorships of game board squares
to
exhibitors who offered booth prizes
Increase attendance by driving people
to the
sponsors’ booths to get their prizes
Promote specific elements of the
Show (education,
special events, etc.) on separate squares of the game board
Motivate sponsors to aggressively
promote the game and Show
Achieve trade media support to promote
the
game in print and online
Increase attendee involvement with
the Show in a fun manner
Collateral The impressive results of the campaign are outlined
below and examples of the various marketing techniques used
in the multifaceted campaign follow:
Creation of a comprehensive suite
of marketing collateral materials using the game board theme
including compelling direct mail pieces, exhibitor brochures
and sales kits, attention-getting postcards and an event preview
guide) which resulted in 228,904 impressions among key audiences.
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to Enlarge
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Print
Ads Print ads appeared
in nearly 20 magazines worldwide generating close to 725,000
impressions. Through media partnering and negotiations we were
able to barter 10 free ads and gain extensive editorial coverage
and merchandising benefits at no charge to the client.
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to Enlarge
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E-Blasts/Web
Banners Our
media partners also did e-blasts to key audiences in advance
of the Show, resulting in nearly 744,000 impressions. Web banner
ads appeared on several media sites resulting in over 300,000
impressions.
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Click to Enlarge
PR
Program
A comprehensive PR program resulted in nearly 150 media clips
and 2.5 million total impressions.
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E-Newsletter Monthly e-newsletter
was distributed to 19,000 CHA members reinforcing the theme
and generating over 60,000 impressions. Newsletter
Archive
Onsite
Show Plasma Display Large display highlighting
events and attractions on the Show floor for the Winter 2009
Show.
Click to Open
Promotional
E-mail Animated promotional e-mail for the Winter and Summer 2009
Shows.
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to Play
Exhibitor
Promotional Video Email campaign linked to promotional video to attract last
minute exhibitors to the Winter 2009 Show.
In
addition to these campaign elements, H+A International provided
close consultation to CHA on the redesign of its website to
ensure cohesive messaging and branding, and the development
of on-site Show collateral materials including Show directory,
maps and fliers for upcoming CHA events. We also handled all
media relations.
Results: Although website analytics and attendance
analysis are still being compiled, thousands of people visited
the CHA website and 250 people registered to win prizes.
Several hundred more played the game but did not register
to win prizes. Other benefits included:
Over 4 million total impressions
Sponsorship dollars paid for most of costs of developing
the interactive game
Hundreds of people visited the sponsors’ booths
to win the prizes
Drove additional attendance
Educated attendees about specific elements of the
Show
