Gamification Scores 66% Engagement Rate In Ticket Sales Campaign For Theater Rotterdam

Objective

Theater Rotterdam, a Dutch cultural institution, sought to increase ticket sales while authentically communicating its corporate commitment to carbon neutrality by 2030. The campaign targeted environmentally conscious audiences by integrating environmental messaging into the sales promotion.

Solution

A quiz-format game deployed via the Drimify platform posed a provocative opening question — is your ecological footprint big enough to hasten the apocalypse, or do you single-handedly offset Theater Rotterdam's entire CO2 emissions? — asking participants to assess their ecological footprint in relation to the theater's carbon emissions. Players answered questions that determined their environmental profile, each corresponding to a unique discount code redeemable for tickets on the theater's website, with more climate-conscious profiles rewarded with steeper discounts. The experience incorporated educational videos featuring theater regulars and acting talent. The game was distributed across multiple channels to maximize reach.

Results

The campaign achieved a 66% engagement rate across all channels and a 96% completion rate among participants who started the game, resulting in a measurable boost in ticket sales alongside positive brand awareness.