Beneficial Leverages Gamification to Draw Consumers - Event Marketer

Beneficial Leverages Gamification to Draw Consumers

DB_Silver_Beneficial_2006 Ex
Brand: BENEFICIAL
Agency: FEATHERLITE
Awards: EX AWARDS — BEST VEHICLE DESIGN
Year: 2006

The Beneficial Driver’s Seat tour zoomed into 18 NASCAR racing venues, entertaining visitors with a variety of interactive elements. The 60-foot-by-70-foot environment featured motion-based racing simulators, which allowed four drivers to compete head-to-head in replica cockpits, while a Flagman Stand let visitors pose for branded photos while waving a checkered flag.

A video presentation showed NASCAR team owner Richard Childress as he led visitors on a virtual tour of his racing shop. The Beneficial 101 display allowed potential customers to learn more about the brand’s loan services, and get financial advice from reps brought in to participate in the tour from area Beneficial branches. Four custom kiosks stationed around the footprint served as lead-generation platforms. The footprint could be easily reconfigured, allowing the brand to take advantage of prime real estate at each venue.

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