Brand-building platform Frontify wanted to persuade more organisations to invest in its services, which help marketers manage brand assets to create distinctiveness. In order to demonstrate the power of building a distinctive brand, Frontify partnered with B2B communications agency Fight or Flight to create a game, ‘Spot the Brand’, that hid 50 brand logos in a cityscape drawn by illustrator Gus Morais. The game was played more than 40,000 times and led to a 96% increase in sales leads in the two weeks following the campaign launch.

Frontify’s main objective was to persuade marketers to consider its brand-building platform, which offers a user-friendly DAM and customised portals.

Illustrator Gus Morais was commissioned to create a detailed, colourful cityscape in which 50 iconic brand logos were hidden. Spot the Brand players were challenged to find as many as they could in five minutes. The game was designed to help Frontify demonstrate why distinctive brands are so valuable: they are noticeable even when they are well hidden. Each time a player found a hidden logo it reinforced Frontify’s core message that distinctive brands are worth the investment.

The most important requirement for the game was for it to entice as many marketers as possible to play in order to reinforce this message. The game needed to maximise engagement among a target audience of content experts, therefore simplicity and addictiveness were key factors, helping to drive organic plays and shares. Email marketing and organic and paid posts on LinkedIn drove traffic to the game landing page.

The campaign also targeted earned media coverage in trade titles (including The Hustle daily newsletter, Marketing Beat and New Digital Age), both to drive more traffic to the game and substantiate the core message. Fight or Flight conducted research in the UK and US to investigate the challenge of brand building in difficult economic conditions, resulting in around half (47%) of surveyed CMOs saying they believed brand distinctiveness was the most important ingredient of resilience in challenging times.

Paid partnerships (including with Marketing Brew) supported organic traffic and earned media. Following the campaign, Frontify targeted a second wave of Super Bowl traffic from social media through Frontify customer (and Super Bowl winner) Kansas City Chiefs. The game was also converted to a printed version for use as backdrops and bookmarks for prospective giveaways at trade events.

Spot the Brand was played more than 40,000 times within the month since launch. The campaign achieved:

• An email marketing open rate of 20.56% and clickthrough rate (CTR) of 15.86%.
• A LinkedIn CTR of 7.98%.
• A CTR of 3.34% for the paid partnership with Marketing Brew.
• 96% inbound lead boost in the two weeks following campaign launch, with one lead generating a sales opportunity of £50,000.