The objective of this project was to raise awareness of a series of events among a certain target group and to drive attendance, whilst clearly demonstrating ROI.
To create a highly engaging website in 2 phases.
Phase 1 was created to drive hype and pre-event registrations during the pre-campaign, whilst Phase 2 was released on the day the event went live to attract more footfall and elicit deeper engagement with the target audience through a game that was fully integrated with the event.
All live event concepts and activities were mirrored and amplified by the site and people had to compete in the game to unlock freebies and prizes. Contact information of attendees was also captured through the registration process of the game and event attendance could be captured quite accurately through website traffic, thereby allowing clear demonstration of ROI.
The site was fully socially integrated - from pulling live social media feed to enabling social sharing and allowing event sign-ups on Facebook - and was 100% mobile optimized.
Each phase of the website roll out was accompanied by an integrated campaign across online and offline, leveraging especially social media.
Over 7,000 people visited the site in less than 2 months.
The event was attended by over 3,500 people.
Of the attendees, over 2,000 joined the company’s mailing list.