CUSTOM GAMIFICATION: STRATEGY TO INCORPORATE BRANDS INTO DIGITAL INTERACTIVE EXPERIENCES

Instead of relying on familiar crowd-pulling activities, “tailoring” interactive experiences to a brand’s true identity is becoming the new answer for event booths.

Attracting customers to an event booth is not hard, but converting that brief moment of attention into real engagement, and making customers remember the brand, is a problem that gives many marketers a headache. Familiar formats such as lucky wheels and prize draws are gradually losing their conversion effectiveness. The crowds may queue up in large numbers, but by the time they leave, the brand impression left behind is almost nil. This is especially true of Gen Z, a generation that is sharp-eyed and quick to tune out overly blatant advertising.

Close-up of the interactive corner with the screen

To thoroughly solve the challenge of attracting attention and converting it into interaction, ADT Global approached the project from the perspective of building an experience strategy, choosing Custom Gamification: an interactive game model designed, tailored, and programmed specifically to fit the brand’s identity.

Instead of using off-the-shelf game formats, ADT Global focused on building a digital touchpoint based on three core pillars of thinking:

• Understanding the target audience’s psychology: Gen Z loves the feeling of conquest, the thrill of dramatic competition, and instant visual feedback. The challenge needs to demand intense focus, stir the instinct to conquer, and create excitement so that participation is entirely voluntary.
• Integrating the brand message: When players draw their bow and hit the target, a gift box bursts open and the message “Hơn cả kết nối” (“More than connection”) appears instantly. Rather than making attendees passively listen to or read advertising, ADT Global turns the brand message into a reward that players “unlock” with their own hands.
• Creating appeal through a distinctive hardware system: Combined with a real-time sensor-based bow, the experience delivers genuine immersion and becomes a focal point that draws large crowds of students, turning brand interaction into an entertainment experience.

A full view of the booth with lots of students lining up

A successful experience strategy requires tight alignment between creative thinking and technological execution capability. The development of the “Tranh Tài Xạ Thủ” (“Archery Showdown”) game shows how ADT Global optimizes every detail of the experience to serve the brand’s communication goals:

1. Optimizing attention time: During the roughly 30 seconds in which players concentrate intensely on aiming, 100% of their attention, along with that of the surrounding crowd, is focused on the display screen showing the brand identity. This is a golden window that lets the product image leave a natural impression in the players’ minds.
2. Synchronizing the interaction rhythm: From the shooting distance and the sensitivity of the force sensor to the sound and visual effects triggered by a hit or a miss, everything is carefully calibrated to ensure the experience flows smoothly, with no technical latency.
3. Creating natural viral momentum: The dramatic moment of drawing the bow creates an eye-catching frame, motivating young people to voluntarily film videos, take check-in photos, and share them on social media, helping the event’s imagery spread beyond the boundaries of the booth.

Custom Gamification is the solution that lets a brand both draw a crowd and weave itself in naturally, without feeling forced. At ADT Global, technology plays the role of turning ideas into reality, bringing corporate identity into every interactive moment at the event.