Verizon Sends Summit Attendees Over the 'Edge' - Event Marketer

Verizon Sends Summit Attendees Over the ‘Edge’

DB_Verizon_2014 ETA
Brand: VERIZON
Agency: T.D. WANG ZUGARA
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF GAMIFICATION
Year: 2014

To get its employees jumping up and down about its new Edge plan, which allows consumers to upgrade their Verizon devices without down payments, contracts or upgrade fees, the company turned to a motion capture technology game that invited them to literally jump up and down.

To play the game, attendees stepped in front of a red backdrop and then watched themselves on a video screen as a series of virtual objects were hurled toward them. Players ducked, grabbed for the air and swung their arms wildly as old phones in need of an upgrade and down payments, upgrade fees and contracts came their way (you see what they did there?) The Edge game used a webcam to track movements from those playing it and those movements helped the user earn or lose points in the game.

Revealed at the 2013 Verizon Multicultural Marketing Summit, the overall event objectives were to engage Summit attendees, demonstrate how to highlight the Verizon Edge plan to multicultural and total market audiences and show integration of Verizon products and plans into new or current technology via gamification. The technology ultimately helped achieve the objectives and, as a result of the excitement around the game, The Edge was used again at other Verizon events, including a Black History Month Event and an agent conference.

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