2014/12/15
PUG Interactive Inc., a leader in applying gameplay design & technology to engage & delight the world, has hit the ice with a season-long fan engagement activity for the Vancouver Giants hockey club.
“Fill the Net,” powered by PUG’s Picnic™ customer engagement hub platform, is a fun, ongoing, online experience that brings fans & premium sponsors closely together through an engaging, interactive contesting activity. To participate, fans perform high-value actions like attending games, watching/listening to broadcasts, interacting with sponsors, buying merchandise, following the team’s Facebook and Twitter feeds, and not sticking gum under their seats.
In return, they earn codes that unlock a special online activity where they can fill a “virtual locker room” with colorful and interesting collectable cards depicting players, sponsors, cheerleaders, mascots, the coach – even instant win sponsored prizes.
As fans play throughout the season, they also accumulate draw entries towards a special season-end “prize draft” event – with the best and most loyal VIP fans earning the greatest chances to win valuable grand prizes (rumor has it that fair-weather fans can win an afternoon wearing Jack the Giant’s sweaty mascot costume).
Corporate partners enjoy tremendous exposure and fan activation through themed “code word” announcements, in-activity brand/product placement, instant win prizing & couponing, and high-resolution fan participation analytics. The sponsor starting lineup includes: BC Honda, MoreRewards, FortisBC, G&F Financial, and Western Direct Insurance.
Preliminary metrics have shown astonishing engagement patterns, with 54% repeat participation, 60%+ female participation, 3x increase in engagement during broadcasts, and a 400% decrease in swearing at the officials.
Supporting the program is PUG’s award-winning Picnic™ Customer Engagement Hub, a loyalty activity platform built over the past 5+ years by a team of veteran game designers, web technology experts, software-as-a-service product managers, and an infinite number of monkeys chained to an infinite number of Commodore 64 computers.