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Microsoft Meet-Ups presents ‘Casino Nights’

Vital Statistics

Client:

Microsoft

Project Period:

1 month

Services Used:

Retailer Training and Brand Advocacy 

The Brief

Due to challenging commercial market conditions in technology retail (within partners like Dixons Carphone Group and John Lewis Partnership), which often results in a reduction of shop-floor staff, it is increasingly difficult for suppliers to gain access to in-store retail sales representatives during the working day, for the purposes of training or

upskill. This is due to time, capacity and cost re-imbursement constraints.

We were tasked to engage retailer staff and bring them up to speed on all things Microsoft. Microsoft also wanted to find a way to create true brand advocates within these retail settings.

The Activity

With this in mind we opted for something a little out the box and decided to have some fun while delivering this all important training, turning it into a series of invitation only events across the country. Rather than focusing on daytime training sessions, we ran a series of evening ‘Meet-Up’ events that took delegates on an engaging learning experience that didn’t feel like ‘traditional’ training, outside of their day-to-day workplace. Running from 7pm – 11pm in inspirational venues in Bristol, London, Edinburgh, Newcastle, Manchester and Birmingham we invited Retail Professionals to attend Microsoft Meet-Ups presents ‘Casino Nights’; a truly gamified event.

For these events we first developed the concept and theme, scoped out the products on show and Microsoft’s priorities, and designed an experiential gamified training solution around this that not only landed those key training objectives but also created a fun and engaging event that drove delegate advocacy. These demos were strategically chosen to help sales staff become more familiar with key product USPs believed to drive sales of those devices.

At the event attendees were given a small amount of virtual currency upon arrival. To earn more they could either head to the casino tables or visit one of the surrounding product stations where they could earn more virtual dollars by completing mini-learning challenges around the key product focuses. These included a demo challenge on Cortana, a ‘slot machine spin-off’ game with Surface, a hands-on Killer Instinct battle on Xbox or any of the other gamified zones run by the range of OEM partners who were also invited to exhibit. Examples of these

included Higher/Lower with Asus, Wheel of Fortune with Lenovo, and a Demo-off with HP.

The Meets Ups achieved the following:

The Results

With over 350 people attending voluntarily, it was the largest Meet-Up event we had run until that point

With over 350 people attending voluntarily, it was the largest Meet-Up event we had run until that point

100% of attendees stated that the event would benefit them in their role

100% of attendees stated that the event would benefit them in their role

Social amplification reached over 8.5k people across Twitter, Yammer and our dedicated ExpertZone UK Facebook page

Social amplification reached over 8.5k people across Twitter, Yammer and our dedicated ExpertZone UK Facebook page