Over 107k plays dished up: Institut Lyfe’s gamified comms strategy helps students discover career paths
Success Stories
Institut Lyfe is a leading international culinary arts and hospitality management university.
From its French location, its mission is to prepare the next generation of chefs and hoteliers to bring innovative new ideas to the best restaurants and finest hotels all over the world.
It trains roughly 1,200 students from 72 different nationalities each year, providing courses at both bachelor’s and master’s levels.
The challenges
🎯 Institut Lyfe were looking for a new way to improve engagement across their internal and external communications.
Specifically, they were looking to:
- More effectively market their courses and institution to potential students and other interested parties
- Create “on brand” connections across the Institut Lyfe community: teachers, staff, and enrolled students
📱 Games and gamification experiences “by Drimify”
Institut Lyfe opted to employ a long-term gamification strategy across their internal and external comms – a digital approach perfectly coded to higher education through the mechanisms of discovery and social interaction.
Helping students find the right courses
Externally, one of their most effective and important gamification projects focused on helping prospective candidates learn about their options and choose the courses best suited to them.
This has been primarily through question and answer games, like Personality Tests, which gather user preferences and interests, and help match those to the most appropriate fields of study.
These are then complimented with more playful casual games – blending engaging gameplay with the sharing of their branded messaging through strategic pop-up content. This content elaborated on things to expect on a particular course, informed participants about previous graduates and what they went on to achieve in their careers, and other relevant aspects to help students make their choices.
Combine it all into a gamification experience: Start off with a Personality Test assigning participants courses based on their answers.
For each course players can be assigned, use the call to action button (CTA) to redirect them to a different Dynamic Path™ – Drimify’s experience builder that allows you to combine games into different steps – customised to help players discover that course in an engaging and effective way.
This creates an immersive user experience that delivers real benefit to candidates and to institutions, as students go into programmes of study where they’re most likely to succeed, and the university’s courses are populated with motivated, happy students.
For community building across campuses
For internal communications, they release periodic Photo Contests and connected Voting Galleries. These are 2-step campaigns, initially inviting participants to submit photos of culinary creations based on defined challenges, and following up for a second round of engagement by asking their target audience to vote for the winners.
This is an ideal approach to take for community building through the sharing and voting aspects, and with the focus being on creating and presenting food – a passion common among all who would work at or attend a prestigious culinary school – the concept is perfect for Institut Lyfe.
Among others, they’ve deployed a #ChickenChallenge, a #MakeItOrangeChallenge, and even a #ChristmasDinnerChallenge to connect the community digitally over Christmas.
Results and KPIs
Key figures 🚀
- 107,010 total plays across internal and external gamification experiences (so far)
- Multiple marketing game campaigns yielding 85%+ engagement rates promoting the school’s fields of study
- Games duplicated and set into multiple languages through Drimify’s multilingual feature to appeal to a global audience
Objectives achieved 😎
- Improved community engagement across faculty, staff, and students through internal gamification
- Learning programmes more effectively communicated to prospective students
- The school, its events, and its culture promoted in a more fun and engaging way
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