Dell

Will Gamification work for B2B?

Rishi Dave, Executive Director of Online Marketing, was looking for an innovative technology for the first annual Dell World conference – and he needed it fast. He wanted something that would engage his customers and he liked the idea of gamification, but he wasn’t sure it was right for this conference. “I wasn’t sure if gamification would work for our B2B customers. We work with some very large companies and senior executives. I wasn’t sure it would make sense for this audience.”

Gamification at Dell World

Rishi worked with BigDoor to design a gamification system that would motivate conference attendees to participate and interact with each other.

At the conference, attendees used the app to check in to various locations and received points and badges for checking in. They also earned points for downloading content, promoting on social media, and exchanging contact information with other participants.

The Results

Rishi admits that introducing gamification to a B2B conference was risky but he observed that his customers were more engaged in sessions and in the conference in general. “Gamification motivated our customers to participate in activities that were valuable to them: like exchanging contact information and accessing content.”

Overall, Rishi is pleased with how gamification worked at the conference and is excited to try it again in the future. “Innovation was the core theme of this event and adding gamification to our mobile app demonstrated how Dell is on the cutting edge of technology. We’re now looking to incorporate gamification at our other events and with our online applications.”