Bilstein Revs Up Engagement: 1,600 Play Parts Manufacturer’s Gamification Experience At Motorsports Event

Objective

Bilstein, an automotive suspension parts manufacturer, sought to capture qualified sales leads and zero-party customer data at Goodwood Festival of Speed, a major annual motorsports event held at Goodwood House in England. The objective was to transform casual event attendees into marketing contacts through an engaging branded experience that would drive foot traffic to the booth and generate digital leads.

Solution

Bilstein deployed a customized Drimify Memory Cards Game at the event booth featuring heavily-branded Bilstein products on matching cards, showing components both as installed in vehicles and in isolation to help tell product stories. The game included a deliberately short data collection form with custom dropdown options to gather first-party insights about players' vehicle interests — kept minimal since each extra form field can reduce engagement by up to 7% — minimizing friction while capturing actionable data. A competitive leaderboard encouraged repeated plays. Two-tier incentives drove participation: a free cup of tea offered to all finishers (promoted on the start screen to encourage booth visits), and a £200 Bilstein mystery backpack awarded to the top 3 players. Players accessed the game via touchscreen terminal at the booth or QR code links on mobile devices.

Results

The campaign generated 1,560 total game plays with 983 finishers (63% completion rate), successfully converting event attendees into qualified marketing leads. The gamification effort resulted in 1,100+ new leads captured with structured first-party data on player vehicle interests.