How to make gamification work for eventsBy Kim Benjamin
09 Jan 2017
Onsite ‘games’ can facilitate team bonding and increase social media exposure. Here, we talk to three leading event agencies to learn how to make gamification work.
Through “gamifying” content and networking opportunities can be delivered more effectively. Vincent Yap, regional marketing director, SEA, MCI Group, Singapore gives an example of how this could be achieved on-site. “The inclusion of a competition on “most tweets or posts daily and in total” from the participants can be repurposed and shared on their personal social networks,” he says.
“Leaderboards placed in prominent congress areas create excitement and competition among the participants, especially when they see their names move up the board. Consider a prize for the top three leaders at the end of the competition,” says Yap.
Highly prized bespoke gifts can also boost participation rates. At a recent event, agency BCD Meetings & Events joined forces with its merchandise partner Boundless to give attendees a ‘social boost’ gift. It designated a hashtag and promoted this in pre-event marketing and during the event.
Attendees received a card explaining the “gift” and were directed to a URL to register and answer a few basic questions. They were then encouraged to post a photo using Instagram or Twitter and use the designated hashtag up until the day following the event. Photos were collected, individual tote bags printed and sent directly to the attendee post-event.
James Bennett, VP, creative strategy director at Jack Morton Worldwide Hong Kong says to encourage effective social sharing the content you create must have an inherent value for the attendee (over the brand), and provided that you’re not requesting email addresses or logins that others can see, people are more likely to embrace your offerings.