Syngenta score 86% engagement rate by gamifying agribusiness operations across departments

Success Stories

Syngenta is a leading science-based agribusiness working with millions of farmers around the world. Their primary interests are in crop protection, seed production, as well as other agricultural products.

Syngenta ranks as the 6th largest agricultural enterprise on the planet, and they place a huge emphasis on research and development (R&D), reportedly spending $1.3 billion on R&D in a single year.

The challenges

🎯 Like any organisation operating on a global scale, Syngenta is a business ecosystem made up of numerous departments and divisions, some concerned with client-facing matters, like sales and branding, and some concerned with internal challenges, like employee engagement.

Some specific challenges they were looking for solutions to included:

• Promoting different varieties of products
• Creating engagement with qualified audiences at industry events
• Engaging and rewarding employees as part of employer branding

📱 Games and gamification experiences “by Drimify”

Syngenta opted to apply a gamification strategy using the Drimify platform across departments, and across strategic dates in their marketing calendar – including industry events and commercial opportunities for specific product varieties.

Gamification taps into human psychology to motivate audiences to take desired actions, and can be applied to encouraging a potential customer to purchase a product or interact with a brand, as easily as it can be applied to making employees feel rewarded and engaged in their work.

It works best when applied repeatedly over time, as each user action within an experience generates a data point to learn from, essentially creating an audience engagement tool that can be perpetually optimised from project to project.

Promoting products and brands

One of Syngenta’s biggest areas of business is in seed production, and an important aspect of that side of their operations lies in promoting not only specific seed varieties, but also their distributors.

In order to support their range of sunflower seeds and corn, Syngenta created 4 different gamification experiences – an experience for each variety. This used Drimify’s Combo™ to seamlessly combine a Memory Cards Game with a Spin the Wheel.

First, participants tried to match the cards as quickly as they could, learning about the product through informative pop-ups when they got specific matches. Then they’re rewarded with a spin of the wheel for a chance to win a range of prizes, including Nespresso gift bundles worth $220, weekend gift boxes worth $100, and a grand prize of a barbecue worth over $300.

The high-ticket, highly desirable prizes are a lure to participate, the initial gameplay with strategic pop-ups engages and educates target customers about the product more effectively than traditional marketing by being fun and interactive, and the instant win game at the end delivers a final dose of excitement. Whether they win the grand prize or nothing at all, they’ve engaged with the brand and learned about the seed variety.

The 4 experiences averaged a 66% engagement rate, and the best performing experience scored 86%.

“Phygital” event gamification to connect with qualified customers

At a key industry event aimed at producers of field crops, Syngenta went for a 2-pronged “phygital” gamification strategy. (“Phygital” is the technique of blending physical and digital experiences to deliver a greater outcome.)

In this case, the first step was a Memory Cards Game, sent to attendees a week prior. After completing the game, they were informed at the end screen to collect a free gift from the Syngenta booth – this creates awareness and a level of anticipation about their booth before the doors to the event have even opened.

Step 2 was a Quiz attendees accessed at the booth through a QR code, with the potential to win more prizes for getting all the questions correct, with the answers to the Quiz discoverable around the booth. This encourages qualified attendees to truly interact with all that the Syngenta event stand had to offer (in order to find the answers), and achieved a 79% engagement rate.

Internal gamification to reward teams and support employer branding

To create engagement with staff, Syngenta customised a Drimify instant win game to distribute summer holiday-themed prizes, such as Nerf balls, hammocks, travel pillows, and even a new camera.

This kind of promotion is excellent for staff morale and contributes to employer branding, as it taps into a universally loved time of year – the summer holidays. These sorts of prizes send a very clear message that employees’ lives are more than their jobs. They emphasise the importance of fun and recreation alongside work duties.

Their summer-themed Spin the Wheel game was so successful in its first year that it was repeated the following year, achieving a 66% engagement rate.

Results and KPIs

Key figures 🚀

Across the year:

• Multiple experiences delivering a 74% engagement rate or higher
• 6,933 completed experiences by internal and external audiences

For their best performing campaign:

• 2,685 total engagements across the experiences from 3,696 total views
• Engagement rate of 86% on the top performing experience 📈

Objectives achieved 😎

• Increased brand awareness of seed varieties and crop protection solutions
• Elevated foot traffic and event presence through 2-pronged gamification strategy
• Employer brand strengthened and teams rewarded

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