Predict the Top 5: Gamified Campaign Discounting
// THE_CHALLENGE
Shifting remaining ticket inventory often requires promotional discounting, but standard, unearned price drops can severely devalue a premium sports brand. The objective was to design a dynamic, engaging commercial mechanic that disguised ticket promotions as a rewarding challenge. Furthermore, the brand needed a strategy that would actively leverage the ongoing global Formula 1 race calendar to maintain continuous fan engagement and stimulate ticket sales during the long lead-up to the Mexico Grand Prix.
// STRATEGY & EXECUTION
I conceptualised and executed a highly successful gamified sales initiative: the ‘Predict the Top 5’ campaign. By aligning with active international Grand Prix weekends (such as the Belgian and Italian GPs), I challenged our audience to predict the top five finishing drivers for each race.
Rather than simply giving away tickets or blasting out generic sales codes, this strategy rewarded fan knowledge and engagement with tiered discount codes based on prediction accuracy. I owned the entire campaign lifecycle—from developing the overarching commercial concept to designing the extensive suite of digital assets across desktop, mobile, and social media formats. This initiative served as the perfect vehicle to introduce dynamic pricing without cheapening the core product. It successfully transformed passive spectators into highly engaged participants, driving massive social interaction and consistently shifting a substantial volume of ticket inventory race after race.