Facebook Gaming - Mobile All-Stars
Facebook Gaming are always on the lookout for bold new ways to engage acquisition managers and marketers within the gaming space; enter Mobile All-Stars 2021. After two years of remote attendance and interminable Zoom sessions, Facebook Gaming sought our support to shake their EMEA-wide audience out of their webinar fatigue, and curate a user journey that would surprise and engage in equal measure.
Practical takeaways were locked inside each layer of rich content, and we got to work on building a pathway that was playful, interactive, and informative.
We levelled up each stage of this project, from designing a custom gamified attendee experience, to creatively stretching the limitations of the client’s preferred registration and event hosting site, Splash. Knowing your audience is essential when it comes to devising an engaging experience; what better way to pique the interest of gaming industry professionals than a virtual journey through an 8-bit world, bursting with on-demand content? Each touchpoint, from the very first email communication, was enhanced with custom graphics and gamified, high-fantasy language to instill the sense that each attendee was about to embark on a true adventure.
We wanted our art design to celebrate the burgeoning days of gaming, and evoke a real sense of nostalgia in the event’s participants. Leaning in on classic retro gaming tropes, each attendee was asked to create their own bespoke 8-bit character via our custom-built avatar creator. Upon submission, each participant’s avatar was suddenly ‘captured’, and locked away in a pixelated jail. With the help of our host, Alysia Judge (who appeared in both live-action and 8-bit form), attendees were encouraged to complete their quest through the virtual world map, with each segment of content bringing them one step closer to releasing their captured avatar.
The gamified delivery of content was a resounding winner amongst attendees; there was a 109% year-on-year increase in registrations, and the custom avatar creator was so popular that viewers returned to create a second, and even third character. Marketeers from 58 countries tuned in, and more than 75% of attendees loaded every single piece of content, on a quest to free their beleaguered retro representation. If that’s not worthy of a high score, we don’t know what is. Our clients applauded the unique gamification and design of the production, and the event scored a whopping 4.5/5 on average. The format allowed viewers to easily access the content most important to them and 86% of attendees stated that they would be extremely likely to implement their learnings from the event in the next six months.
Well, fair traveller, seek ye the cheat codes to unlock real audience engagement? Such forbidden knowledge is not easily uncovered… be in quest of the wizened sages at Cogs & Marvel, and their mysterious powers will be yours!
