Success story

How Cramo’s Wheel Of Fortune Shows How B2B Marketers Can Win Brand Awareness

“It’s a fun way to engage our customers. Previously, our marketing efforts have been more traditional, so this is a new way for us.”

– Sari Lindfors, Digital Marketing Specialist, Cramo Finland

Big Brother

01:12

minutes average engagement per game play

WWF Memory Game

01:53

minutes average engagement per game play

Cramo Finland is part of Cramo-Boels Group, a market leader in construction machinery and equipment rental, operating in 17 countries across Europe and the Nordics. The construction supplies industry isn’t necessarily renowned for innovative marketing techniques. However, whether the target audience is site project managers or ordinary consumers, the challenge for any marketer is the same: to win awareness, encourage engagement and influence buyer behavior. Cramo’s use of gamification shows how an injection of creativity can deliver B2B brands a valuable competitive edge.

Services used

  • Leadfamly gamification platform
  • Wheel Of Fortune game
  • Memory game

The process

Cramo knew that gamification offered a way of raising awareness of its brand and engaging with its audience. To actually build gamified campaigns to put this strategy into action, the company needed the right resources. For this, Cramo chose the Leadfamly gamification platform. With 30+ ready-made game concepts, customized campaign templates and an easy-to-use visual editor, the platform delivered precisely what Cramo needed to produce and roll out game-based campaigns in-house. 

The brand was one of the partners of the TV show production, Big Brother Suomi. Cramo equipment and branding was displayed prominently in the Big Brother house. The show also featured a ‘Cramo Week’, where tasks and activities were connected to the company’s machinery. Cramo could also distribute a batch of gift codes to grant recipients access to free 24/7 streaming. 

Rather than a basic giveaway, Cramo wanted to use a competition to inject an element of chance into gift code distribution. The company used Leadfamly’s fully customizable Wheel of Fortune concept, which lets you decide how many times customers will be able to spin the wheel, and also what (if any) information you want to collect from customers. It’s fun, memorable, and encourages multiple goes. 

In a separate campaign, Cramo wanted to raise awareness of its ECO product line, and also to support a good cause in line with its sustainability strategy. For this, the team used Leadfamly’s Memory Game concept, where participants have to memorize the images on a group of cards and flip them over in the correct pairs. Cramo embedded a pop-up on their website, inviting visitors to learn more about the ECO line by playing the game. For each play Cramo donated €1 to the World Wildlife Fund.

The results

On the Big Brother Wheel of Fortune competition, Cramo’s allocation of 84 gift codes was quickly won by game participants. Sponsorship and/or partnerships represent a big investment for any business. A tie-in initiative can mean a significant boost in brand visibility and a chance to expand your audience. Cramo’s approach shows how an accompanying gamified campaign can boost engagement even further by inviting participants to interact directly with your brand, thereby maximizing return on partnership investment. 

Creating a buzz around a new B2B product range can be a challenge. Most traditional marketing involves information being pushed out to leads for them to passively consume: it’s hard to grab customer attention, and even harder to make a memorable impression. 

Cramo’s WWF initiative shows how a fresh approach can deliver results. This was gaming with a very definite purpose, as the cards that made up the memory puzzle were all directly related to the ECO product line. The WWF prize pledge provided an added impetus for participants to get involved, and reinforced Cramo’s commitment to the environmental cause. On average, visitors spent almost two minutes per-game-play engaging with the brand: a compelling way for participants to absorb the company’s key message.

B2B marketers shouldn’t have to rely on vanilla marketing. Cramo shows how gamification can set you apart from competitors, encourage customers to look at you from a fresh perspective, and absorb your message in a way that really hits home.  

“It’s a fun way to engage our customers. Previously, our marketing efforts have been more traditional, so this is a new way for us. It also helps us brand ourselves as a digital leader, which is important because of the product we provide.

The tool also gives us control, so when I have an idea, I can go in and test to see if it works. I don’t need a complex plan, and resources aren’t wasted. It’s a really agile way to work, and it gives me control over our campaigns and when we launch them.”

– Sari Lindfors, Digital Marketing Specialist, Cramo Finland
“In marketing, we all know you need to have something to get people’s attention and to get people to interact with your brand and products. So gamification is part of the machine that marketers can build, along with using email marketing, social media, and retargeting that your audience experiences as the brand’s universe.”
— Martin Schmidtmann Holden, Digital Marketing Specialist, Würth Danmark Read the success story