For Christmas 2017, the marketing team at Opus Energy were challenged with reaching a much larger target audience than the years before. With their previously tried and tested physical mailers now impractical they approached Team Cooper for support with taking their festive campaigns digital.
The result? Opus Energy’s 2017 Christmas Advent Calendar Conga Countdown!
Set in the fashionably festive Opus Energy offices, players were challenged to collect as many colleagues as possible in their Christmas Conga, dancing in and around decorated desks and banners, avoiding obstacles and bumping into their own trail of merrily congaing colleagues.
The game was sent out to their target audience via email. With chances to win daily prizes across each working day in December, there was great incentive for players to come back time and time again.
As the competition was targeted to a core broker list and wasn’t being shared on the Opus Energy website, we took out the social sharing function to keep engagement limited to its intended audience.
Two re-engagement mailers were sent out over the course of the campaign, but the engagement numbers stayed consistent throughout with no real dip activity.
Engagement was very high from the get-go, with 677 users playing the game 8,684 times on the first day alone. Over the course of the four-week campaign, Opus Energy saw players completing the game over 58,000 times with an average of 36 plays each.
Even more impressive, with average game duration at nearly 17 minutes, the total average engagement time was just under 1 hour and 24 minutes per player; the highest engagement we’ve seen here at Team Cooper! 🎉
What the client said
‘When we first got in touch with Team Cooper we weren’t 100% sure on how to approach a digital Christmas campaign so we’re very thankful to the team for their support and for helping shape the campaign.’
‘The game was almost too addictive and was a regular feature on the screens here at Opus Energy. We also heard that the target audience were really enjoying the game too and we’ve seen some of the brokers we were actively targeting engaged with the game which was a real bonus!