Gamers are bored with cliché communication from brands. That's why we gave them a form of unique entertainment through a wide gaming activation starring Paczkomat. The campaign was nominated for a KTR award in the Communication - Online - Social Activations category.
We created a gaming campaign for InPost, based on the popular game GeoGuessr. Thanks to a custom map we created, players can get to one of the 2,000 Parcel Post pick-up points via Google Street View, and their task is to locate themselves on the map as quickly as possible. Influencers tested the map in a special tournament, testing their geographical knowledge.
INSIGHT
InPost wants to increase brand awareness among young audiences. In order to do this, we used gaming as one of the best mediums to reach the target group. We know that gamers appreciate non-standard initiatives and a sense of humour, and are very sensitive to non-genuine and boring activations. That’s why we took advantage of the meme potential that Paczkomat brings, to create a native gaming experience within Geoguessr.
INFLUENCERS
Being aware that gaming communities are often built around influencers, we involved 17 creators in the campaign, including the most prominent GeoGuessr influencer in Poland – Graf. The rest were content creators who we invited to compete in an esports-geography tournament, with the additional aim of promoting the fairly new InPost Pay service on the main broadcast of the event.
RESULTS
The campaign was successful on many levels. Building sales through the InPost Pay service as part of a special promotional campaign resulted in a 60% conversion of orders through the app. On social media, we managed to get more than one and a half million impressions on posts communicating the campaign, and more than 330 thousand impressions on videos promoting the tournament. The event sported 154,000 viewed hours on both live-streaming platforms, with 33,031 viewers watching the broadcast at its peak.
The campaign had a positive reception among gamers on Twitch and YouTube, as well as other social media platforms. Invited influencers and their communities were keen to interact with the brand’s account and often praised the event directly.
The event’s impact on the gaming community was also confirmed by the GeoGuessr developer, who saw a significant increase in the number of accounts created in Poland and premium packages purchased as a result of the tournament. It’s also important to note that many streamers have incorporated GeoGuessr into their regular content. The map ‘A Parcel World’ evokes positive emotions due to its memetic nature and difficulty level, making its gameplay value timeless. The result is an ever-increasing number of plays (>12k), despite the fact that the tournament and competition ended a long time ago.
