Gamification experience scores 1,139 leads to take pole position at Williams F1 X Kraken fan event
Success Stories
Williams Racing is a Formula One racing team who can boast 9 Constructors’ Championships, 7 Drivers’ Championships, 114 race victories, and 313 podiums.
Kraken – a crypto currency exchange platform – sponsors the Williams Racing London Fan Zone, a week-long event to whet the appetites of motorsport fans before the British Grand Prix, full of special guests, activities, merchandise, and other attractions.
The challenges
🎯 Both Williams Racing and Kraken were looking for a way to make the most of the Williams Racing Fan Zone event.
For Williams Racing, it was to entertain fans and create a lively pre-race event, while for Kraken, it was to promote their brand and their platform. While cryptocurrency is a very well-known term in the mainstream, both it, and exchange platforms like Kraken, still face scepticism and a lack of knowledge as a blocker to users signing up.
Breaking it down, Williams Racing and Kraken sought to:
- Capture audience attention in a manner that would speak to motorsports fans
- Create a positive association with both the Williams Racing brand and the Kraken brand
- Encourage visits to Kraken’s strategic website pages to encourage learning and buy-in
Games and gamification experiences “by Drimify” 🏎️
Williams and Kraken opted to use the agency services of the DrimTeam to commission a Kraken-branded retro arcade game – “KRAKEN CHASER.” This suited Williams Racing because it put their fans in the driving seat, and Kraken as it allowed them to deliver a branded experience to a new audience.
The game involved Kraken’s logo – a Kraken – stepping into Pacman’s shoes to collect Bitcoins while evading fiat currencies, all over the hyper colourful, stylised backdrop of a Formula One car racing through a swirl of purple, pink, and yellow.
▼ Try the demo ▼
Participants would compete to try and make it onto a displayed leaderboard, and scorers getting more than 3,000 points would win a special Williams F1 racing cap – incentivising maximum focus and maximum time inside the Kraken-branded experience, and encouraging interactions with the Kraken ambassadors to collect their prizes.
Upon completion, players were given a call to action (CTA), inviting them to visit a strategic page of Kraken’s website to learn more about trading crypto on the Kraken platform.
The retro arcade game was built into the theme of Kraken’s area of the fan zone, which also included a Scalextric set, and a hanging bar challenge – all participatory and playful to appeal to sports fans, and creating a positive visitor experience and impression of the Kraken brand and the event generally. Everything encourages repeat participation, and maximises the chances of visitors following up post-event.
Results and KPIs
Key figures 🚀
- 1,139 leads collected 😍
- 99% completion rate 🏁
Objectives achieved 😎
- Positive brand experience to all visitors to the Kraken area of the event
- Spike in website traffic on Kraken’s website through the gamification experience’s CTA
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