Approach
What we did
Agent3 conceptualized and developed an innovative gamification content experience themed around secret agents.
"Mission Possible: Splunk Adoption Challenge" is a journey designed to inspire users to expand their knowledge base and accelerate product adoption. It involves users beginning their journey as a rookie ‘Recruit’, before progressing all the way to the highest in-game level: ‘Double O Splunk!’ Users progressed to ‘Double O Splunk’ agent status by cracking ‘case files’ which contain content aligned to key Splunk skills focused on the product suite.
The gamification experience awards points and badges to incentivise and encourage participation in the experience, syncing valuable engagement data in real-time into a campaign dashboard that enabled Splunk to reward its most dedicated ‘agents’ with the opportunity to win sought-after rewards!
Results
How it went
By gamifying the experience and offering rewards, Splunk surpassed engagement benchmarks, drove higher levels of interaction with its products and, most importantly, became a supportive partner to its community on its educational and content consumption journey.
The results achieved were outstanding and surpassed all goals and expectations:
A total of 7,328 interactions on the content hub were recorded within just one quarter of activation
The conversion rate saw a significant increase from 7% (non-gamified content hubs) to an impressive 47%!
The conversion rate improved from a ratio of 13:1 (page visitor to content viewer) to an ideal 1:1 ratio
The percentage of users who interacted with 5+ and 10+ pieces of content also experienced a remarkable jump, with 33% engaging with 5+ and 20% engaging with 10+ items. Prior to the gamified experience no one had interacted with more than 10 content items
The percentage of users who interacted with 5+ and 10+ pieces of content also experienced a remarkable jump, with 33% engaging with 5+ and 20% engaging with 10+ items. Prior to the gamified experience no one had interacted with more than 10 content items
30% of users entered multiple challenges concurrently, compared to only 7% before the implementation of gamification.