Type of project: Event Activation
Tools: Customer Data Platform
Goals: #Engagement #Databasebuilding&Enrichment #Up-selling
With over 60 years of experience, Corferias is the main Colombian trade fair organizer and founding partner of the AFIDA (Asociación Internacional de Ferias de América).
On the occasion of the renowned cosplay convention Universo SOFA 2017, Corferias launched a pre and in-event engagement program to boost attendance and manage attendee flow across pavilions.
The Universo SOFA 2017 fair saw the launch of the first check-in loyalty project at an event. Through a dedicated ChatBot where attendees could interact with virtual dragon DraBot, Corferias engaged fair goers before and during the event in a real scavenger hunt.
The pre-event strategy consisted in having DraBot guide attendees along the subscription process on Messenger and offering them tickets at a lower price thus boosting up- selling.
The in-event strategy involved over 70 exhibitors that agreed in displaying a totem with an identification code. Attendees would earn points by sending those codes to DraBot.
Additionally, over their visit, attendees would receive targeted communications with actual missions that would have them earn bonus codes. This ongoing communication with DraBot allowed monetization through the collection of personal and behavior data and most importantly through the possibility of managing the flow of people at the event. By leading attendees to more or less crowded areas of the fair, the organizers had an extra tool to use in negotiating with the exhibitors.
At the end of the event, Corferias and Sofa had access to a shared database which included personal data and behavior patterns based on the responsiveness of attendees.