Boehringer Engages Employees with a Virtual Game - Event Marketer

Boehringer Engages Employees with a Virtual Game

DB_Gold_Boehringer_2009 Ex
Brand: BOEHRINGER INGELHEIM
Agency: C2 CREATIVE
Awards: EX AWARDS — BEST 100% VIRTUAL EVENT/EXPO
Year: 2009

Boehringer Ingelheim wanted to give its annual employee event some kick to make it more substantial and memorable. Its solution: go 100 percent virtual.

The theme for the online event tapped into the political zeitgeist of 2008; the employee’s goal was to build a party platform for the company. Employee teams competed against one another in a phased, animated, interactive game where the environments mimicked the grassroots political process (virtual stops included Main Street and a town hall meeting). Employees could earn points and track their progress in real time. The challenges all led to a final virtual “party convention” where the ceo announced the winning team.

Rather than a one-night event, where companies only get one shot to indoctrinate staffers with mission-critical information, BI was able to integrate and reinforce its message in short, digestible sound bytes. Over the three week virtual program, the game was played 52,700 times.

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