SalzburgerLand Gamification Story

As we all know SalzburgerLand has a lot to offer, so our goal for this project was not only to show the best of different regions, but also to include the community and drive engagement. Therefore, we came up with the creative concept of a very high-level engaging Instagram gamification story as a series for SalzburgerLands summer campaign.

The key of the concept was that the community decided what happened next. Votes were received "live" and, depending on the community's decision, different activities, routes, meals etc. were chosen. Additionally, the community learned fun facts and insider tips about the regions of SalzburgerLand.

The series was made of 12 Instagram stories in 12 different regions. On day 1 of each region, the community was given their first hints and asked, via the question feature, which region we were going to, or via the poll feature which route we should select.

On day 2, the decision was announced, and the community's decision-making power took off. Every 2 hours, followers could decide what the protagonist should do next. The region was presented uniquely, with interesting facts and in all its natural beauty.

The key for each production day was that the filming and photography were done on location, immediately edited and posted on the Instagram channel of SalzburgerLand. This kept the story interactive, exciting and turned it into a whole new experience for the community. To make it all creative and establish a recognition value, we developed matching GIFs/stickers and a series design that was appropriately used the entire summer.

Altogether we created 12 gamification Instagram stories with over 250 individual story slides. We also took pictures and videos for 24 feed posts. Across all channels we had over 1.100.000 reach and over 77.500 engagements. This means the summer campaign had a reach engagement rate of over 7%, a rule of thumb for marketers is that an engagement rate between 1-5% is generally good. Therefore, the excellent outcome demonstrates that the concept was successful. Besides the numbers, the direct feedback of the community was extraordinarily positive, showing how much they enjoyed the interactive concept.

You haven’t seen the SalzburgerLand gamification Instagram story series? No problem, follow SalzburgerLand and stay up to date in case there's another. In the meantime, you can check out a few highlights and behind the scenes below.

Also, a massive THANKS to all the influencers in front of the camera: Birgit, Gerald, Michelle, Nina, Johannes, Verena and Lukas. It was a pleasure working with you all.