BNY Mellon Drives Booth Traffic with Gamification - Event Marketer

BNY Mellon Drives Booth Traffic with Gamification

Year: 2011

Finding the perfect balance between financial risk and reward is not only a vocation for most professional money managers—it’s their avocation, too. So BNY Mellon decided to tap into that passion, and drive traffic to its trade show booth, with a technology that tapped into the strategic mindset and competitive spirit of wealth and asset managers from all over the world. The Payment Challenge is an interactive game that could be played by multiple people at once on a 13.5-foot by 5.5-foot high-resolution screen.

Participants quickly swiped their trade show badge on one of the six handheld iPod touch devices that had been retrofitted with a magnetic stripe scanner and then selected trade parameters for three simulated foreign exchange transactions (the swipe also captured attendee data and the parameters were sent wirelessly to the game server). Certain parameters were associated with increased risk as well as increased rewards. Subsequent players were automatically queued up on the screen and eventually asked to “spin the wheels” to receive their random transaction values. Hitting the “Spin the wheel” button on the iPad would instantly create a flurry of activity on the screen for any current player. Luck, strategy and calculated probabilities came into play to determine the success of a transaction and a corresponding increase or loss of points.

Once in the system, the computer queued up participants creating an engaged audience both watching other people play and waiting their turn. Because points were accumulated by individuals and by company, people were encouraged to seek out their colleagues to help boost their group score. This created a word-of-mouth phenomenon resulting in more than 500 players from more than 100 companies feverishly playing to win over the course of the four main days of the show.

Communication between the iPods and the screen were two-way. A central server directed traffic and sent timely messages back and forth between the iPod devices and the screens. This allowed BNY staffers to lock certain iPod screens while other participants played or while a transaction was in play, and then give them on-screen notice that they were ready to spin again. The iPod touch devices also enabled the bank to work with multiple attendees at once at their own pace. Behind the scenes—and the screens—were a series of technologies that, when put together, created a show-stopping display that ran smooth, instantaneous graphics and seamless movement as players engaged and plugged in their data.

The large screen was comprised of 12-inch by 46-inch LCD screens running at full resolution creating a total resolution of 5464 x 2304—six times what’s considered high definition. The screens were powered by four performance Alienware PC’s with top-end ATI graphics cards. Unlike LED tiles, which cannot be viewed at close proximity because of their brightness, LCD screens can display a sharp picture at any distance. A special network application that synchronizes all of the graphic frames over all the displays allowed for the extremely high resolution needed to be able to read text clearly at such a close proximity.

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