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TrunkBBI launches £10k ‘Disruption Derby’ gamification challenge

Creative and performance agency TrunkBBI is offering drinks and hospitality brands from across the globe chance to win a £10K budget toward a gamification project in 2024. 

Creative marketing tools such as gamification are becoming increasingly popular for brands as ways to improve customer engagement, increase brand loyalty and for customer acquisition, and TrunkBBI recently landed the 2024 European Content Awards for FMCG Campaign of the Year, as well as Mobile Campaign of the Year, for its work with Greene King IPA and Jack Daniel’s, where it utilised creative technologies to leverage consumer engagement and make an impact for the brands.

Launching on Monday 15th April, Disruption Derby is a four-week-long tournament where drinks and hospitality brands can compete with four different games that will be released weekly. Brands will battle to climb to the top of the Disruption Derby leaderboard for the chance to win their own gamification project with the award-winning team at TrunkBBI.

Gamification can allow drinks and hospitality brands to create a more engaging and immersive experience for customers, in turn increasing customer loyalty and driving sales in an industry that often suffers from marketing saturation – a recent YouGov report found that consumers said that they were 56% more likely to click on a gamified ad than a standard ad.

The Disruption Derby campaign will run for four consecutive weeks from the 15th April, with one game being released each week, allowing users to play and gain points to compete to reach the top of the leaderboard. The games are:

  • Health and Safety nightmare
  • Going Viral
  • Financial Difficulty
  • Executive Decisions

Each game is inspired by addictive fan-favourite gamification mechanics from over the years including infinite runner, jumper, snake and flick. These mechanisms offer a flavour of what the winning brand could use as part of its gamification project with TrunkBBI.

In order to win the £10K budget, brands will need to enter the virtual Beta Building where the games are hosted and climb the corporate leaderboard by playing the four games. They’ll be battling it out against other brands and their marketing teams to conquer the competition by totalling up the highest score at the end of the four-week tournament.  

As well as the £10k grand prize, there are opportunities to win spot prizes of smaller budget pots along the way.

The team at TrunkBBI has launched numerous gamification campaigns that have had significant success for brands. Its Top Tackler campaign for Greene King garnered over 30,000 players who redeemed 180,000 free drinks and other prizes as part of the game, totalling 20,000 game plays. 

Working closely with Slim Chickens and Pepsi Max, TrunkBBI created the Christmas Impossible game. In the first month alone, there were over 4,000 game downloads and more than 8,500 plays. As well as this, 5,000 vouchers were issued to redeem in-store.

Game-changing solutions like this are proven to drive new customer acquisition and improve customer loyalty. Gamification also offers endless opportunities for partnerships with retailers and suppliers. 

Hannah Evison-Frost, MD at TrunkBBI, said: “The Disruption Derby tournament seeks to demonstrate not just the excitement that gamification can inject into a brand’s identity, but also the tangible benefits it brings in boosting customer loyalty and driving sales.

“We’re really excited to be offering the chance to win a £10,000 equivalent gamification project, and demonstrate why we’re an award-winning team in this space. Ultimately, it’s about helping brands navigate the changing tides of consumer preferences by equipping them with the tools to stand out and resonate effectively with today’s consumers.”

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