Cargill level up B2B events strategy with gamification, scoring major uplift in engagements

Objective

Cargill, a global agricultural and food supply company, needed to differentiate its booth experience at B2B trade shows and convert initial interactions with suppliers into meaningful sales conversations. The company aimed to drive awareness and adoption of its Incroflo P50 additive across multiple industry events, including K Show and European Coating Show.

Solution

Cargill deployed a customized arcade-style maze game featuring product-themed visuals: sharks as enemies (representing sharkskin texture that the Incroflo P50 product prevents), plant-based power-ups, and collectible items. The game ran on large display screens at the booth with retro joystick controls, allowing players to complete the experience while booth staff initiated product-focused conversations during gameplay. The game's pacing was designed to facilitate engagement rather than quick completion.

Results

80% completion rate among players who started the game. Increased booth dwell time compared to past events. Seamless lead capture from trade fair attendees. Campaign described as delivering a 'major uplift in meaningful engagements.'