Creating an immersive game for Audible

Audible: , ,

Overview

For a decade, Audible has used the power of the spoken word to immerse people in stories they love. They wanted to connect with new listeners and drive audiobook adoption. They asked Jack to help them increase awareness and consideration among early adopters who already love stories.

Objectives

  • Drive awareness and consideration
  • Engage and reward potential customers

Target audience

We targeted men and women who are avid consumers of media — comic book buffs — at the place where they love to engage with stories: Comic Con.

Insight and strategy

With 140,000 fans all in one place, New York Comic Con is the second-largest pop culture convention in America. It convenes trend-setters, celebrities, artists and writers and fans. Most importantly, Comic Con features unique activations that spark new interests.

Audible had to identify and rally an audience of igniters – those first to try, buy, and amplify – who treasure stories and could quickly become audio book fans and advocates. We needed to create an experience for early adopters that would stand out amidst the clamor of Comic Con.

To truly engage our audience, we needed to bring the world of imagination and fantasy to life.

Idea

Introducing Audible Recall. An immersive listening game that enticed our audience to try the product in an environment where they felt free to unleash their imaginations.

Experience

How do you bring to life an audio experience in an incredibly visual space? By taking an inherently singular experience (listening to audio books), and allowing people to enjoy it together through gamification in a race against the clock.

Attendees were invited to play an immersive multiple-choice listening game that tested sci-fi and fantasy book knowledge in a timed contest pitting seven opponents against each other. In order to win, they needed to guess the most correct answers in the least amount of time. The faster and more accurate the guess, the higher the score.

To encourage trial, each player received an Audible card for a free download, and top scorers were awarded larger prizes and entered into the daily leader board for a chance to win the grand daily prize.

Results

After the success over these four days, Audible is extending the experience with a booth at The Wizarding World of Harry Potter, as well as returning to New York Comic Con.

This has received several awards

  • Gold in Gamification at the Reggie Awards
  • Silver in Best Use of Event or Experiential Marketing (5 venues or fewer) at the Chief Marketer PRO Awards
  • Best in Product Demonstration at EXHIBITOR Magazine’s Sizzle Awards