1,600 employees engaged by Amazon UK’s gamified internal communications campaign
Success Stories
Amazon is a multinational company focusing on eCommerce, cloud computing, online marketing, digital streaming, and artificial intelligence. Amazon.com is the number 1 eCommerce site globally, and Amazon Prime Video is the 2nd most subscribed to video streaming service in the world. The Forbes “Global 2,000” ranking lists Amazon as the 36th biggest company on earth based on sales, profits, assets, and market value.
Founded in 1994, and initially operating as an online marketplace for books, it quickly expanded into multiple product categories, and is now ubiquitous when talking about ecommerce, and is practically an omnipresent competitor in the vast majority of online markets.
The challenges
🎯 Amazon UK were looking for a solution to engage and reward their workforce in conjunction with their 25th anniversary celebrations.
Their project’s goals were multifaceted, but all centred around human resources (HR). They ultimately boiled down to:
- Increasing the number of “Amazonians” visiting Inside Amazon News, their new internal platform
- Contributing to their employer branding in the UK by highlighting the company’s achievements internally, and rewarding employees
- Creating awareness of and drawing attention to Amazon’s 25th anniversary in the UK
📱 Games and gamification experiences “by Drimify”
For Amazon, the answer lay in Drimify’s Quiz format – highly intuitive for end users, and versatile enough to be adapted to varied internal communications demands by businesses.
A 10-question Quiz was created, inviting employees across the business’s UK operations to test their knowledge of the company’s achievements and popular products. To further engage employees in the Amazon brand, intermediate pop-up content was included throughout the experience to educate employees with additional facts and branded messaging.
Both the questions and intermediate content screens utilised a combination of videos, images, and text, to deliver a varied and immersive experience to participating employees.
🏆 Driving internal engagement through competition
Alongside participation incentives, Amazon utilised the leaderboard feature, available on all Drimify apps with a point-scoring mechanic, to raise the stakes and maximise concentration levels.
Employees were motivated to give the Quiz their full attention, as anyone in the top 100 at the end of the campaign was entered into a prize draw to win gift vouchers.
Seamless integrations to facilitate discovery of new initiatives
The game was exclusively integrated into Inside Amazon News to encourage visits from employees. At the end of the experience, a call to action button (CTA) took participating employees directly to strategic pages within the new platform.
By incorporating Inside Amazon News both at the beginning and end of the Quiz, employees are engaging with it at 2 different points for 2 different purposes, maximising the possibility of them embracing it going forward.
Results and KPIs
Key figures 🚀
- ~1,600 unique visits to the Quiz through Inside Amazon News
- 1,305 completions of the Quiz
- 3 to 5-minute typical session duration representing significant engagement time in the experience by employees
Objectives achieved 😎
- Significant traffic boost on the new platform 📈
- Awareness raised around Amazon UK’s achievements among staff 🥳
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