IT professionals are always one tech ticket away from disaster – trapped in a vicious cycle where solving problems trumps preventing them. Eaton’s products can prevent some of these tech problems, but IT pros are too busy to care and too jaded to believe. So how does Eaton Power Quality – a company whose purpose is to power business worldwide – breakthrough?
Ticket of Terror is a mobile-first, choose-your-own-adventure style game where IT pros must sleuth their way around a virtual server room, collecting clues to solve the IT related mystery. This fun and surprising experience was broken into two cases filled with geeky Easter eggs, dead-end scenarios, and themed prizes. More importantly, each new clue revealed how Eaton’s products and services could solve our virtual scenario as well as their own real-life IT crises, resulting in fewer late-night server mishaps.
IT pros loved it. Ticket of Terror shattered expectations, driving a record high 1053% ROI with $4.3 million in sales potential for Eaton. As the brand’s most efficient and effective promotion to date, we captured and captivated more IT pros than ever with many playing the game an average of three times.
Eaton’s Ticket of Terror is a 2020 Effie award winner in the category of Business-to-Business: Products – an incredible achievement in the marketing industry.
Effie Worldwide stands for effectiveness in marketing, spotlighting ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness.