Building Awareness Through Gamification

Omnitracs, a leader in the transportation and logistics industry, offers SaaS-based solutions for private and for-hire fleet customers.

Even though tit cornered the market, Omnitracs had a big opportunity to make both drivers and fleet operators aware of the many products and solutions available that increase productivity, save labor costs and reduce fuel costs. To do this, Omnitracs tasked us with creating a disruptive brand-awareness campaign to increase general brand awareness about the role technology can play in the trucking industry, and that could excite everyone in the industry from their core prospects to those driving the trucks.

We took a multi-channel approach to activate the game with a full PR effort, paid social media, influencer outreach and real-time analytics informing a test/control environment along the way.

Zombie Dispatch saw over 13,000 total sessions and had a conversion rate of 5.5%. The game was picked up by 19 business and industry-specific news sources. The vast majority were feature articles directly targeting Omnitracs' audience.

Using targeted social media ads on Facebook, Twitter and LinkedIn we drove effective traffic at an average CPC of $.72 and over one million impressions from social media posts and ads. In addition, the game received almost as much playtime from the 55-64-year-old age bracket, as millennials. We set out to create an interactive campaign that would engage an older audience, and we did it!