Engaging audiences with fun and interactive activation solutions is part of Campus Party’s DNA. For Coca Cola’s first participation in this major event, the objectives were to integrate technology and originality to engage with this very specific audience; measuring engagement and reactions to anticipate future participations in Campus Party events.
To measure audience engagement, we developed a cutting-edge application with our partners Yazo, that comprised all stages of gamification in one single platform. The app also tracked reactions to each step of the game. Using artificial intelligence and empathy technologies, biometrics and signs that participants sent through facial expressions were measured. Through daily dashboards, monitoring how the audience was relating to the missions, it was possible to understand which ones were most surprising, stressful and engaging. A report was delivered showing the level of engagement based on the day, time and mission of the participants.
Gamification: The dynamics were carried out with QR Codes that, spread across Campus and in strategic locations, provided clues and scores for the proposed challenges. Augmented Reality was also used to activate video tracks in innovative media. Quizzes were developed and made available to evaluate the knowledge of the tech audience and even the in-app timeline was a place for gamification. Having a specialised and available team throughout the event made all the difference for its success, from creating content in real-time to ensuring that the participants had the best experience possible.
The use of the platform in the action of Coca-Cola FEMSA Brasil brought surprising results in terms of engagement and brand perception. For example, as an extra challenge, participants were challenged to put #vainogascampusparty on trending topics in São Paulo, which was achieved in less than an hour. Not satisfied, the campuseros made the hashtag reach the national trending topics on the same day, bringing national visibility to an action that took place within a closed event.
30,000 in-app interactions
2,300 QR codes read
80+ hours of engagement
Trending hashtags across Brazil
8 days to create, approve the layout, & develop native apps for Android & iOS, plus publish in the respective app stores