Using gamification to drive participation and create epic experiences

Wanderfest was a first-of-its-kind outdoor music festival in iconic New Orleans, attracting hundreds of female travel enthusiasts and content creators from around the US. This 2 day event hosted by the leading female travel community, Wanderful, was packed with a diverse lineup of female artists and speakers, including local favorites, and hands on workshops and panels focused on empowering women in travel and entrepreneurship. Seeker was tasked with creating one unforgettable night for attendees, showcasing New Orleans beyond the conventional tourist experience. Check-in Challenges—a gamification and digital passport technology designed to enhance visitor engagement, were employed.

Here, we share the story of how technology and local businesses came together to create an epic event activation: a bar crawl experience for 120 female content creators in the iconic and chaotic French Quarter.

Approach

With a focus on promoting local business, Seeker first collaborated with six distinctive craft cocktail bars in the French Quarter, all renowned for their unique atmospheres and award winning mixologists. We chose establishments based on their walkability, uniqueness, aesthetic (these are content creators, after all!) and willingness to participate. We received an overwhelming response from local businesses excited about the opportunity to amplify their own visibility and ignite social media buzz. In all, Seeker secured partnerships with an exciting list of unique and diverse establishments, including the world famous Carousel Bar.

The integration of technology was pivotal to the event's success. Seeker's innovative gamification platform, Check-in Challenges, played a central role in providing participants with interactive tools to navigate the French Quarter and digitally engage with ease. A virtual passport was created using the Check-in Challenge platform, mapping out each bar and incentivizing participants to share photos of their experiences along the way. The collaboration with craft cocktail bars was a key element, with each bar curating a signature cocktail for the event, collectively named the "Taste of New Orleans."

At each bar, participants were greeted with prominently displayed QR codes, inviting them to scan and check-in on Seeker. This innovative feature allowed participants to capture their experience with photos or videos, creating a sense of community, while amplifying visibility for the businesses. Upon each successful check-in, participants were rewarded with a complimentary signature cocktail, incentivizing them to complete the entire challenge. Participants were able to see others' photos before contributing their own, adding a sense of social proof to the experience.

Check-in Challenges, with its ability to seamlessly blend technology with local exploration, proved to be the linchpin of the event's success. Not only did the virtual passport simplify the logistics of a seemingly complicated event, but it also empowered participants to become active storytellers of their experiences.

Results

A Taste of New Orleans, powered by Seeker, yielded remarkable outcomes that exceeded expectations. With over 120 enthusiastic participants taking part in the night, the event transformed into a dynamic social experience. A total of 278 user-contributed photos captured the excitement and provided valuable User Generated Content (UGC) to the businesses and event. The impact on social media was substantial as well, with hundreds of images being shared across influencer channels for weeks, generating millions of impressions across various platforms. The digital footprint of the event translated into increased visibility, engagement, and foot traffic for these iconic bars, thereby demonstrating the tangible benefits of event partnerships and participant-generated content.

“The bar crawl lineup helped me to discover NOLA beyond the most popular places and find hidden spots that I’m excited to encourage others (and my audience) to explore!” - Participant, Christine Lozada - Where in the World is CL

Beyond quantitative metrics, qualitative feedback from participants echoed the success of the experience. Participants praised the gamified check-in process, hailing it as both engaging and user-friendly. Many expressed their desire for similar events in the future, illustrating the positive impact on attendee satisfaction. And the bars were eager to host more events. A Taste of New Orleans, powered by Seeker, had successfully achieved its objectives of creating a memorable experience and fostering a sense of community among participants, backed by tangible data and enthusiastic testimonials.

“Seeker really gets the party going! We got to know the city and some special places around town through the bar crawl. Everyone had a blast and we all made instant friends. It’s nice to have someone else make travel plans for me for once, so all I have to do is show up and enjoy.” - Participant, Maria Jacob - Maria the Wild

A Taste of New Orleans Check-in Challenge demonstrates how leveraging technology can foster participant engagement and create memorable moments. It exemplifies how technology and gamification can transform traditional event formats into engaging and shareable experiences. By forming strategic partnerships with local businesses, leveraging Seeker’s innovative Check-in Challenge platform, and gamifying processes with rewards, the event achieved its objectives of enhancing participant engagement, increasing brand visibility, and generating substantial social media buzz.

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