Memory Game
- Brand
- Bilstein
- Year
- 2024
- Objective
- Lead Gen & Recruiting
- Industry
- Automotive
- Mechanic
- Puzzle
- Platform
- Installation
- Agency
- Drimify
Objective
Bilstein wanted to turn its stand at the Goodwood Festival of Speed into more than a photo-op — a way to generate leads and capture first-party data on visitors' automotive interests. The game also gave people a reason to linger at the booth across all four days of the event.
Solution
Visitors find a touchscreen at the Bilstein stand, or scan a QR code from printed signage to play the same game on their own phone anywhere on the festival grounds. The opening screen gives two reasons to finish: a free cup of tea at the stand for everyone who completes the game, and a shot at a £200 Bilstein mystery backpack for the top three scorers. From there it's classic memory play — a grid of face-down cards, flipped two at a time to match pairs of Bilstein parts shown both fitted to a car and on their own, with correct pairs staying open for points and wrong ones flipping back. Clear the board and you get your score, a spot on the leaderboard, and a short form of dropdown menus asking about your primary and secondary automotive interests — then it's off to the stand to collect that tea.
Results
1,560 game sessions played over the festival, with 983 players finishing for a 63% completion rate, and more than 1,100 leads captured with first-party data on players' automotive interests.
- 1
Players reach the game either at a touchscreen kiosk on Bilstein's stand or by scanning a QR code on printed stand materials, which opens the same game on their own phone anywhere on the festival grounds.
- 2
An intro screen in Bilstein branding sets the stakes: finishing the game earns a free cup of tea at the stand, and results also feed a leaderboard where the top three finishers win a £200 mystery Bilstein backpack.
- 3
Each turn the player flips two face-down cards; a matching pair stays face up and scores points, while a mismatch flips back over and its position has to be remembered for later turns.
- 4
Every part appears on two cards — once installed in a car and once on its own — so matching pairs doubles as a rundown of the featured Bilstein component.
- 5
Clearing the whole board sends the player to a results screen showing their ranking on the leaderboard against other festival visitors.
- 6
Before the score is locked in, the player fills a short form, picking a primary and secondary automotive interest from dropdown menus.
- 7
Finishing sends the player to the Bilstein stand for their free tea, with the top three leaderboard finishers collecting the backpack prize in person.
