How Boosted Taps Into Event-Based Activations To Mobilize Customers
Summary
In fact, 95% of marketers surveyed in 2018 said events provide attendees with a valuable opportunity to form in-person connections with a brand in an increasingly digital world. “It was interesting to see how our different communities started talking about this campaign in spaces like Reddit forums,” said Noriko Morimoto, Boosted’s chief marketing officer. “In the beginning, these conversations were sparked by curiosity and lead to alliances forming as people hunted for clues, but as time went on, things got more competitive.” There was so much interest in the scavenger hunt that by the time the final coordinate was to be released, Boosted ended up having to change the final location at the last minute so the brand representative didn’t get overwhelmed by the crowd of participants. The City Showdown allowed Boosted to capitalize on group ride behaviors, led to competitive riders sharing their efforts across their own social channels (thus organically increasing brand awareness), and allowed the brand to tap into natural online and offline behaviors, again blurring the lines between the two environments. Overall, the City Showdown performed even better than the scavenger hunt, driving a 20% lift in site traffic, another million photo impressions, and more than 250,000 video views.