Чемпионат Caxton Cup: геймификация привлекла 25,5 тыс. взаимодействий к чемпионату мира по футболу

The Fifa World Cup gave Caxton Media's engagement business, FoneWorx, the perfect opportunity to demonstrate the power of gamification in action. The result was the Caxton Cup – an online prediction game that kept South Africa's marketing industry engaged throughout the tournament. Essentially a score predictor game, The Caxton Cup saw industry professionals taking on each other, and their agencies, as they tried to predict the exact score of upcoming games in the World Cup. It brought together themed gamification, competitiveness and mobile engagement in one highly engaging, relevant competition, where industry fame, bragging rights and a much-coveted office foosball table were all on the line. The outcome? A total of 25,560 engagement actions in just 39 days! The campaign also recorded: - 16,065 predictions submitted - 9,495 prediction updates - 6,307 user sessions - 282 active players - 22.37 average sessions per player Most notable was the more than 9,000 updates to players’ score predictions. This illustrated the strong pull the campaign created to keep players constantly engaged and interacting with the competition. Players also returned to the microsite to follow the leaderboard, compete for spot prizes and engage with the competition throughout the tournament. “The Caxton Cup was so much more than just a Fifa World Cup prediction game. It was a live demonstration of how brands can use themed gamification and mobile engagement to create repeat interactions and keep audiences coming back again and again over an extended campaign,” explains Graham Groenewaldt, FoneWorx Managing Director. “The game's mechanics kept participants invested throughout the tournament, encouraging them to return repeatedly to refine predictions, follow the leaderboard and compete for prizes.” A total of 20 players were awarded prizes during the competition, with Hirt & Carter being crowned the Caxton Cup Team Champions and taking home the Caxton Cup office foosball table. Beyond building the platform, FoneWorx managed every aspect of the campaign, including competition management, player communications, leaderboard management and prize fulfilment. “This showcased, in real-time, FoneWorx’s multiple offerings, from creating and managing the campaign to ensuring the prize fulfilment,” adds Groenewaldt. The Caxton Cup was based on a simple premise: accurately predict the right score and win. FoneWorx can set up this type of themed gamification quickly and easily for any brand in any industry, from small executions to complex, industry-leading competitions like the Carling Cup. The same gamification mechanic can be adapted for almost any brand or campaign, from customer acquisition and loyalty programmes to employee engagement, sports sponsorships and product launches. The Caxton Cup demonstrated that when brands combine a simple mechanic, relevant content and meaningful incentives, they create more than participation, they create sustained engagement. For marketers looking to keep audiences coming back, that's a result worth paying attention to. This article was originally published here https://www.caxtonmedia.co.za/engagement.php?id=85&a=Y