Texas Spurs Tourism with Gamification - Event Marketer

Texas Spurs Tourism with Gamification

DB_Texas Econ and Tourism_2014 ETA
Brand: TEXAS OFFICE OF THE GOVERNOR ECONOMIC DEVELOPMENT & TOURISM
Agency: PEARL MEDIA REDPEG
Awards: EVENT TECHNOLOGY AWARDS — BEST TOUCH- OR GESTURE-BASED EVENT INTERACTIVE
Year: 2014

If J.R. Ewing and the Dallas Cowboy Cheerleaders are the only things that come to mind when you think of Texas, it’s high time you check out Texas on Tour.

To help change perceptions about the Lone Star State and get consumers excited about all of the natural wonders and cultural attractions Texas has to offer, the state’s tourism board rolled out a series of live activations featuring touch- and gesture-based interactives. To enter the experience, guests received a passport embedded with an RFID chip that enabled the Texas Tourism office to collect consumer data and later offer deals and special offers. Once inside, visitors could engage with any of six custom kiosks stylized to look like passports, each housing an 80-inch and a 55-inch HD screen. Each game was controlled by either touch or gesture interactivity to immerse consumers in Texas-themed adventures and attractions such as music, beaches, dolphin training, ranches/rodeos and rock climbing. And to elicit a little of that “Don’t Mess with Texas” competitive spirit, each game offered performance-based rewards.

Texas on Tour is still on tour, and so far the touch- and gesture-based technology is delivering strong leads with 230,992 total impressions, 11,446 registered consumers, 10,395 games played and more than 5,036 Texas Tourism guides requested. Giddy up.

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