Car brand Porsche score 97% engagement rate by gamifying world’s highest altitude pop-up store
Success Stories
Porsche is a German automobile manufacturer specialising in high performance, luxury vehicles.
Most well-known for sports cars like the iconic Porsche 911, they introduced their first SUV in the form of the Cayenne in 2002, successfully diversifying their range.
The challenges
🎯 With an earned reputation for being an especially prestigious brand, extremes in their marketing and positioning are necessary to grab buyer attention, and appeal to ideal customer types who are looking for top-of-the-line performance.
This is why Porsche is very strategic in their pop-up shops, placing them where their ideal customer types – the affluent and adventurous – go to play. In the case of their Winterland project, this is at an altitude of 2,300 metres near the Meribel ski resort, giving visitors and potential customers opportunities to test drive their SUVs on real mountain roads under the supervision of Porsche instructors.
Specifically, Porsche were looking to:
- Collect customer data for future marketing purposes
- Add a participatory element to an already “high” concept pop-up to maximise visitor/ customer engagement
- Distribute prizes and gifts in a fun way to magnify positive feeling towards the brand
📱 Games and gamification experiences “by Drimify”
Porsche went with gamification on the Drimify platform as the ideal solution to tackle these challenges.
Looking to add a completely optimised digital tool to compliment the customer experience they were aiming to deliver, they also opted to use a Drimify Creation Pack – our turnkey creation service.
While customising games on the platform is easy and intuitive, for premium brands looking to deliver seamless customer experiences, it can pay out big time in terms of resource allocation and eventual KPIs to outsource to the experts for premium graphic design and advanced configurations.
The Drimify solution
The end product was a Slot Machine, loaded with a range of Porsche-branded prizes including a premium model Porsche, a design book (coffee table book), a premium picnic blanket, a wireless phone charger, and even a remote-control Porsche.
Additionally, the game was configured so every prize winner would receive a unique code to tick off their win, and receive an email confirming their win and how to claim.
The game was displayed on a designated touchscreen – ideal for such a specialised environment where footfall is generally lower, although Drimify games can be played on any modern device, and can be accessed through QR codes in higher foot-traffic scenarios.
A positive customer experience
Even participants who didn’t win a prize at the pop-up shop were left with the closing message that they were entered into the golden ticket draw – with one lucky winner being awarded a pair of premium Porsche collaboration skis after the pop-up was over (remember, the audience is at a ski resort, so this is an ideal prize for the target audience).
This way, there’s the excitement from the scarcity of prizes, but nobody leaves the pop-up experience without still being in with a chance to win the top prize.
It’s worth noting that prize draws are a function that can be managed natively within any Drimify app if you want to do something similar, regardless of whether it’s an instant win game, or something else from the Drimify catalogue.
Results and KPIs
Key figures 🚀
- 97% engagement rate
- 1,007 leads collected for future marketing campaigns
Objectives achieved 😎
- Positive and premium brand association reinforced through chances to win and slick design
- Pop-up shop visitors’ overall engagement improved through gamified experience
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