DFDS Capital Conga

19% CTR for email re-engagement

21 mins avg. engagement time per player

Delivering YouTube playthroughs and forum discussions

"This medium is a great way to keep our audience engaged in a positive way."

James Butler, DFDS

DFDS Travel Industry Branded Game Screenshot 1

DFDS Travel Industry Branded Game Screenshot 2

This is your Captain speaking…

DFDS knew from the start of the project that re-engagement was going to be a key focus of the Capital Conga game. They wanted players to keep engaging with the game to increase their exposure to the special offers page. With this in mind, we helped DFDS by setting up an automated email system to entice players back into the game.

To encourage re-engagement with the game, players who had not played the game for a few days received an email from the Captain himself, asking for help in rounding up more passengers. He also sent a message if someone dropped off the top 100, so they could claim their spot back on the leaderboard and get their hands on their keyring!

Emails sent to players who hadn’t played the game for a few days saw a 40% open rate and 12% CTR and emails warning players that they’d been knocked off the leaderboard saw a 19% CTR.

We couldn’t be happier with the results and James Butler, DFDS’s Head of Conversion Marketing, was happy too!

“We’re thrilled with the results and that’s its proving very popular, we found online forums where players were joking about how addicted they were to the game and sharing tips on getting higher scores to stay in the top 100. It’s really encouraging and goes to show that this medium is a great way to keep our audience engaged in a positive way.”

That’s what it’s all about. Result!