Incroflo P50: Defect Dodger
- Brand
- Cargill
- Year
- 2025
- Objective
- Engagement
- Industry
- Other
- Mechanic
- Arcade & Action
- Platform
- Installation
- Agency
- Drimify
Objective
Cargill needed its booth to cut through the noise at two crowded polymer-industry trade fairs and turn passing foot traffic into real conversations with suppliers and converters. The activation doubled as the launch vehicle for Incroflo P50, a bio-based processing aid entering a market still built around fluoropolymer incumbents.
Solution
Visitors step up to a big screen at the booth and take hold of a retro joystick. Steering a hero through a maze, they gobble up Cargill product icons while sharks give chase — a nod to "sharkskin," the extrusion defect Incroflo P50 is built to eliminate. Grab a budding-plant power-up and the hero turns the tables, sending the sharks fleeing instead. Each run lasts long enough for a booth rep to strike up a product conversation while the visitor is still at the stick, and the session closes with a lead capture and an entry into that day's prize draw.
Results
80% completion rate among players who started the game.
- 1
The game runs on a large screen at a trade-show booth, with a retro joystick standing in for a touchscreen; passersby are invited to take the stick and play as "Incroflo P50: Defect Dodger," with daily prizes on offer.
- 2
A branded start screen carries the Incroflo P50 product framing before the player launches a run.
- 3
The game is a top-down maze: the joystick moves the character through the corridors, and the objective is to sweep up every collectible in the maze, each one styled as a Cargill product item.
- 4
Sharks patrol the same corridors and hunt the player's character, who must read their routes and dodge them — a product metaphor, since 'sharkskin' is the extrusion defect Incroflo P50 is designed to remove.
- 5
Power-ups shaped like budding plants, referencing the additive's bio-based story, briefly slow the sharks and make them edible for bonus points.
- 6
Contact with a shark costs a life, and the run continues until all lives are lost; sharks eaten during a power-up respawn at their starting point after a few seconds.
- 7
Clearing every collectible finishes the maze and advances the player to the next one; the pacing keeps runs going long enough for booth staff to start a product conversation with the player mid-session.
- 8
Each run ends with a final score, and the player enters their details into an on-screen form to capture the lead, with daily prize drawings for participants at the show.
