What is Gamification

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What is Gamification

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Nissan

How a popular car brand used gamification at a sporting event to build awareness around their Intelligent Mobility technology.

Nissan

How a popular car brand used gamification at a sporting event to build awareness around their Intelligent Mobility technology.

Nissan

How a popular car brand used gamification at a sporting event to build awareness around their Intelligent Mobility technology.

The Why

iSeek Networks is an interactive marketing and media company, specialising in engaging out-of-home technology in the form interactive kiosks. Nissan partnered with iSeek to create an engaging campaign kiosk for the event they were sponsoring, the Fast 5 Netball World Series.

Which is when Gamify was contacted, to help create a game that built awareness around Nissan's Intelligent Mobility technology, while remaining relevant to the sporting event.

The Solution

The Solution

Nissan wanted to have a way in which they could both bring awareness to their Intelligent Mobility technology and build positive brand association with a fun campaign.

Which is why iSeek partnered with Gamify in order to launch a bespoke “Reflex Game”, for customers to have the chance to win a free some signed Netball merchandise.

The prize pool consisted of 1 grand prize:

- 1 Australian Diamonds Netball Skirt, signed by the entire team. Which was to be announced and awarded just before the grand final.

Gamify created a bespoke ‘Endless runner & Quiz’ game. The game was customised to have designated sleep apnea trivia questions that would pop up throughout the game, leaving players to answer the questions correctly in order to continue their run.

ResMed, having the iconic Australian photographer Ken Duncan as a brand ambassador also got him to feature in the game and across the marketing material.

With an amazing prize organised for players, the experience had to be fun, simple, and quick enough to keep players on their toes.

To give players the most brand engagement possible, we kept the game simple and the visuals beautiful. Players enter their details and shake the coconut tree. The amount of coconuts to fall signify entries in the draw to win.

The Results

The interactive kiosk, set up in the entranceway to the event's stadium, had an overwhelming level of engagement.

Across a two day period, there was a long line of participants between each netball game, trying their luck at getting the high score. In fact, there were multiple repeat players, all of them more committed than the last to outdo everyone's score.

The game successfully promoted Nissan's Intelligent Mobility technology and brought forth a large amount of brand engagement.

1,014

Total plays

Total plays

6 - 65

Age Range

100%

Engagement Rate

4

Average Repeat Plays