How a theme park takeover, celebrity partnership and gamified interactions were built for client retention
Paycom has been part of the SHRM Annual Conference & Expo for more than a decade, but this year, the brand hedged its bets on a decidedly experiential strategy, resulting in its most comprehensive sponsorship to date, and a record number of leads.
From June 16-19 at SHRM26 in Orlando, FL, the h.r. tech company served up gamified booth demos, a podcast lounge, a partnership with actor James Marsden, transportation experiences and a takeover of Disney’s Hollywood Studios. Plus, a group of VIPs was invited to attend a pre-show experience. The underlying message across the board? It pays to be a Paycom customer.
A MONEY-CAN’T-BUY TAKEOVER
Paycom’s first priority was to incorporate experiential elements that made its clients feel valued during the annual gathering of human resources professionals. But it also aimed to elicit FOMO among non-customers. Its exclusive one-night takeover of the Hollywood Studios theme park satisfied both objectives.
Clients (and a plus-one) and invited prospects had free range of the park, and spent the evening using their Fast Passes to enjoy the rides, indulging in free f&b, meeting Marsden, interacting with hired actors that plugged Paycom’s services, checking out branded touchpoints like a “Toy Story”-themed block installation that spelled out the brand’s name, and watching a fireworks show.
“They got experiences that normal Hollywood Studios attendees would have never gotten,” says Jason Bodin, evp-marketing and communications at Paycom. “And we did that not only for our clients, but for our prospects, as well, with branding all over the park in really unique and fun ways.”
CELEBRITY CLOUT
The brand leveraged its existing partnership with Marsden, who starred in its “Know It All” ads, to drive brand buzz… and let’s just say it worked.
Attendees formed a nearly four-hour line for a chance to catch the actor’s SHRM26 fireside chat, during which he translated his expertise in leadership and delivering exceptional performances in acting to their application in the business world.
There was similar fan fervor at the theme park, where Marsden shook hands and snapped photos during a 90-minute meet-and-greet session.
PASSPORTS & PINS
Paycom’s gamified passport experience invited attendees to score stamps and collectible pins at each of its sponsored stops, including its exhibit space, podcast lounge and Hollywood Studios event, by interacting with the brand in various ways. Those who completed the passport were rewarded with a special brand prize.
The ritual served as a nod to Disney’s longstanding pin-trading tradition, which took place organically among SHRM26 conferencegoers.
“That really brought the Disney experience to life for the attendees,” says Bodin. “And we were seeing attendees trading these pins, saying, ‘Did anybody get the wizard hat?’ or ‘I got two of these.’”
BRANDING & VISIBIILTY
Paycom blanketed the transportation scene at the show with branding from the get-go. Attendees were dropped off at the convention center in buses wrapped in the brand’s “full solution automation” messaging, while Lyft and Uber rides featured Paycom advertising.
The showstopper, though, was the fleet of “Cash Caddies” (15 branded Cadillacs) that brought people to and from their hotels, and the Hollywood Studios event, including one that operated like “Cash Cab,” giving riders a chance to earn money for answering Disney trivia questions correctly.
All told, Bodin says the event team exceeded expectations “in every way, shape and form” for the 2026 show.
“We had a line wrapped around our booth almost the entire time, whether that was clients trying to get their Fast Pass or be engaged,” he says. “And the loyalty that we created out of that, I think, will serve us from a retention standpoint for years to come. Because we had clients getting on social media and saying, ‘We’re Paycom proud,’ and had other prospects who were saying, ‘Man, I really wish I was a Paycom client because of how they treat their clients.’”
Photos: Courtesy of Paycom
