Roadgames
Building brand recognition, automating email marketing and boosting conversions for an adventurous scavenger hunt game.
In short, our goal was to get things going for a completely new brand - a never before seen scavenger hunt experience. Our goal was to implement and execute all marketing activities to result in ticket purchases, customer engagement and a growing brand awareness. Even the best products fail without marketing.
Our mission was clear. We began work by understanding Roadgames' message and values. We identified their business goals and perfected a marketing strategy. First step was creating brand voice that also carried over to website copy and their social channels. Soon after, we crafted automated email flows to keep a dialogue with potential game players. We also focussed on email campaigns geared toward ticket sales and conducted user tests and interviews to identify pain points on the website and improve their experience.
View live project →In the first few months, their social following had grown to over 2000 followers. We had perfected the brand voice and stabilized an above the industry average email open rate of 23,4%. Most of ticket sales were generated through email. All in all, the first Roadgames game took place on May 11, 2019. Our marketing activities yielded great results and 264 teams (or 1052 players) from all over Latvia went on an amazing expedition.
Working with Zuper was a great experience. Elina felt like a teammate to us at Roadgames and at times went above and beyond to get things done. During our partnership, email marketing and UX on our website grew the most. The content and web identity that was created together with our designers is still evergreen and we've continued using it.
Liene Grenevica
CEO @ Roadgames
Download their app and go on an adventure. Fun tasks blend with challenges and trivia. It’s the most exciting way to explore the world around you, to be active and to go on an adventure with your best buddies. Video by the Roadgames team.
New and bold
Building a new brand takes guts and courage. That the Roadgames team has plenty of. Before they gave their new business a name, they had already envisioned the future. They built and incredibly exciting scavenger hunt game you can access from your phone. With such a bold concept, marketing had to match up.
Web and email copy as well as your social media voice can help you engage with your audience, or do the opposite. With Roadgames communication channels, we took a more useful, fresh, witty and fun approach. Since our first game targeting mostly focussed on millennials, it seemed fitting to position ourselves as a brand that is easy going and fun.
With fresh, off the ground brands, one of the biggest challenges is making sure traffic to the page is growing. The more visitors you have, the more likely you are to convert some of them. Our strategy included email marketing. Before the ticket sales went live, we generated hype around the first game and invited website visitors to subscribe to our newsletter. This is how they would later on be the first ones to know about the ticket launch. We grew the email list and with continuous work started seeing tangible results - the ticket sales were rolling in.
Buzzing cars and happy people
A car scavenger hunt at this scale was a success! Roadgames first event took place on May 11, 2019. A whooping total of 264 teams from all over Latvia went on an expedition through Vidzeme. Dare we say it was the game of the season?
Seeing what a success was the first Roadgames event, it made sense to have a second game. At the game event, we announced it to all the players to narrow in on their willingness to commit. We understood that after a full day filled with fun, game players would be more likely to purchase a ticket for the new game. That’s exactly what happened. In the first few hours, around 30% of all players committed and purchased the new game ticket. Roadgames' second game event took place on September 7, 2019.