If the success of social media has taught us anything, it’s that people like to belong to a group and make REAL connections. Almost anything can be more fun, and more engaging, when it includes an opportunity to share with friends—and even strangers.
Our client, Wizards of the Coast, leveraged the power of the social group to increase its success at Gen Con. The result was that WotC generated pre-release excitement for its new Dungeons and Dragons® Neverwinter™ campaign, enticed an impressive 35% of attendees to participate in its activities and generated over 3 million social media impressions.
The program 3D Exhibits developed (in partnership with our agency, Hanson Dodge) was a QR code/smartphone scavenger hunt—with a couple of clever twists. The first twist was that each player played, not for himself, but to earn points for a team he selected—which was represented by one of three D&D® Neverwinter™ characters. New Neverwinter’s Quest for Honor, Thay’s Quest for Power, or Bregan D’aerthe’s Quest for Riches—every player made his own decision.
The second twist was that WotC leveraged multiple social media platforms to support the campaign and facilitate team camaraderie. In the e-world, there was a campaign microsite. Of course, both team and individual updates were posted regularly on Facebook and Twitter.
In the physical world, faction banners and a leaderboard in the exhibit kept players returning to the exhibit regularly to check progress.
Have you seen any promotions on the show floor that do a good job of leveraging team and social to enhance engagement? If you have, please share in the comments section.
Hope you are having a great day,