Marketing game campaigns average 73% engagement rate across 7 MediaWorks radio stations
Success Stories
MediaWorks is a leading commercial radio network in New Zealand catering to a broad range of demographics.
They boast some of the country’s most beloved stations in their portfolio of brands, including The Breeze and The Rock.
The challenges 📻
Like all legacy media, radio stations are in a unique position with unique challenges, as they’re constantly looking for new ways to connect with audiences and redirect attention to their brands and programming.
MediaWorks were looking to work towards a number of aims, including:
- Creating excitement around their stations by rewarding listeners with exciting prizes
- Engaging their audience with more interactive content
- Promoting events they run and events they’re partnered with
- Positioning themselves as a contemporary and indispensable part of their listener-ship’s media diets
📱 Games and gamification experiences “by Drimify”
MediaWorks opted to use the Drimify gamification platform to help them achieve these goals, in part, due to how easy the platform makes it to create, arrange, and run multiple campaigns all from your dashboard.
Another major advantage offered by the platform was the range of customisable game engines on offer, giving plenty of scope for creating gamification experiences tailored to their different brands and contest ideas.
Rewarding customers with exciting prizes 🎙️
MediaWorks made good use of Drimify’s range of instant win games, customising multiple Scratch Cards, Slot Machines, and Wheels of Fortune to distribute various music-themed prizes.
These sorts of games are really easy to understand, easily distributed across social media, and plugged on air to reach and engage large audiences, allowing them to promote their own events, and create excitement around their brands with big prizes.
Creating engaging content that captures audience attention 🎧
MediaWorks also created numerous other games to connect with audiences on topical subjects. For example: “The Magic Black Quiz” – a quiz about songs featuring the word “black” to support the All Blacks (New Zealand’s national rugby team); and “The Pop Quiz, Best of the Year” – inviting More FM’s audience to see how much they remembered about the new releases for each month across the past year.
Whatever type of game engine is customised, marketing games that play on popular topical subjects closely related to a station’s subject matter are a great way to capture audience attention because they invite participation and play.
They keep audiences within a station or network’s content ecosystem and build loyalty over time.
Results and KPIs
Key figures 🚀 🔊
- 40,478 plays of gamified experiences
- 73% average engagement rate
- Gamification campaigns supporting 7 different stations, all managed easily and efficiently from 1 Drimify dashboard
Objectives achieved 🎶 😎
- Excitement created around MediaWorks brands through gamified giveaways
- Audience attention captured and redirected towards MediaWorks programming and events
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We work together, setting up the experience with you (or for you), providing expert guidance and technical integration assistance, refining and optimising your gamification experience right through final validation to project completion. Ideal for those looking to save time, gain peace of mind, or learn how to get the most from the platform.
