Imperial Tobacco Gamified Event Marketing Campaign
Imperial Tobacco set out to launch a gamified event marketing campaign for its JPS brand at a high-energy conference in Hamburg. The goal was to capture attention in a fast-paced environment, drive immediate participation and keep attendees engaged throughout the event.
Our Approach
We designed JPS Quest, a gamified, geolocation-based experience that turned the conference into an interactive journey. Attendees explored the venue to collect virtual assets, unlocking rewards as they progressed.
To maximise engagement, the experience was structured in phases. Early rewards encouraged quick participation, while a final prize draw created anticipation and sustained interaction. This progression-based mechanic reinforced engagement and built a loyalty loop throughout the event.
By combining gamification, rewards and real-time interaction, the campaign transformed a short conference window into a continuous, high-energy brand experience.
How It Worked
The experience was delivered through a mobile-first journey, accessible via a simple link with no app download required. Attendees registered quickly and entered the experience within seconds.
Participants explored the venue to discover geolocated virtual assets, which were tracked digitally and redeemed for rewards. As users progressed, they unlocked additional incentives, culminating in a final prize draw during the event.
By combining gamification, geolocation and rewards, the campaign guided attendees through the space, increased interaction and captured valuable first-party data.
300+ Registrations
75% Attendee Engagement
77% Conversion Rate
