Bilstein revs up engagement: 1,600 play parts manufacturer’s gamification experience at motorsports event
Success Stories
Bilstein is a global market leader in the manufacture of high quality shock absorbers and suspension systems in the automotive industry.
They established themselves as the go-to suppliers of shocks for rally teams after Mercedes used their dampers in a winning tilt at the 1960 Monte Carlo rally. Bilstein’s success only grew from there, and as well as ongoing accolades across various motorsports disciplines – including Formula 1 – demand saw them expand to road cars too.
In addition to a continuing presence in many motorsport circuits, their signature yellow damper is a standard feature on cars made by a lot of high-end brands, including Aston Martin, BMW, Bugatti, Porsche, and Volkswagen, to name but a few.
The challenges
🎯 Bilstein had a booth at the Goodwood Festival of Speed, an annual motorsports festival held over a long weekend at Goodwood House in England. They wanted to find a way to better engage audiences at such events, primarily to digitally generate leads for future marketing purposes.
Their goals included:
- Growing their marketing list
- Collecting first-party data
- Attracting visitors to their booth to create connections
- Distributing prizes to generate excitement
📱 Games and gamification experiences “by Drimify”
Bilstein opted to customise a Drimify Memory Cards Game to support their event presence at Goodwood, using the cards to reflect heavily-branded Bilstein products – from components incorporated into vehicles, to showing how they looked in isolation to help tell product stories.
This came with the promise of a free cup of tea at the Bilstein booth for all finishers – mentioned on the start screen – raising awareness of their booth, and driving more foot traffic to it, and creating subsequent opportunities for engagement by the team manning the stand.
The leaderboard option was enabled, and the start screen also stated that the top 3 finishers would receive a Bilstein mystery backpack worth £200. This served as a magnet to the qualified audience to participate, and encouraged user focus on their experience.
In order to support their data collection challenge, the data collection form was optimised to be short but highly targeted – as each extra field can reduce engagement by up to 7%. Bilstein got around this by using the custom dropdown options to gather insightful first-party data about their audience – in this case focused on understanding their primary and secondary interests pertaining to vehicles.
Versatile marketing games to seamlessly support events
The “BILSTEIN Memory Game” was available to play via a touch screen terminal at their booth, as well as being accessible by a QR code they had printed and added to physical assets to allow users to play on their phones, and potentially from elsewhere within the event space. With all Drimify games being mobile-first and responsive, this ensures an optimised user experience whichever way they play.
This dual approach of utilising a designated terminal in conjunction with QR codes both allows more users to be engaged at times of peak foot traffic at their stand, but also acts as a safeguard against any technical issues with their installed touchscreen.
Results and KPIs
Key figures 🚀
- 1,560 plays of the “BILSTEIN Memory Game”
- Over 1,100 leads collected through the data collection form
- 63% completion rate with 983 finishing the game
Objectives achieved 😎
- More than 1,000 people added to newsletter mailing list because gamification creates positive associations with brands
- Extensive first party data collected through an optimised data collection form
- Consistent booth traffic through the use of QR codes to allow game access throughout the event space alongside the guaranteed tea-prize incentive
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