Marketing Game Campaigns Average 73% Engagement Rate Across 7 MediaWorks Radio Stations

Objective

MediaWorks, New Zealand's leading commercial radio network, sought to modernize audience engagement across its portfolio of stations (including The Breeze and The Rock) by creating interactive, rewarding experiences that would increase listener participation, deepen connection to station brands, and drive promotional activities around events and music content.

Solution

Deployed customizable interactive games through the Drimify platform, including instant-win formats (Scratch Cards, Slot Machines, Wheels of Fortune) distributed with music-themed prizes, and knowledge-based games such as "The Magic Black Quiz" (testing songs with "black" in the title to support New Zealand's All Blacks rugby team) and "The Pop Quiz, Best of the Year" (monthly music recall challenges). Games were optimized for social media sharing and on-air promotion across seven stations, managed centrally from a single Drimify dashboard.

Results

Achieved 73% average engagement rate across seven MediaWorks radio stations, with 40,478 total plays of gamified experiences.