Gamified Brand Experience
Mitsubishi Electric's Putting Challenge at The Installer Show
How Mitsubishi Electric is driving unprecedented engagement and lead capture with an innovative, gamified putting challenge.
Summary
Mitsubishi Electric has turned its Installer Show stand into a must-visit destination with an interactive putting challenge. The "phygital" experience combines a physical putting green with a digital quiz. Installers answer questions about Ecodan heat pumps and air conditioning systems by putting into corresponding holes, creating a fun, competitive, and highly effective way to learn and engage.
- EventThe Installer Show, NEC
- ClientMitsubishi Electric
- SolutionInteractive Putting Game Challenge
The Challenge
Mitsubishi Electric aimed to cut through the noise of a major trade show, needing to capture the attention of busy installers. The goal was to educate them on product benefits in a way that was fast, memorable, and encouraged high-quality data capture, moving beyond traditional brochures and sales pitches.
- Creating a stand-out attraction in a busy exhibition hall
- Engaging professional installers in a memorable and competitive way
- Communicating key product benefits without traditional presentations
- Maximising lead capture through a fun, gamified experience
Objective
Attract
Draw crowds with a unique physical-digital ("phygital") game
Objective
Engage
Turn passive product learning into an active, competitive challenge
Objective
Capture
Generate high-quality leads via digital scorecard sign-ups
Objective
Educate
Reinforce key benefits of Ecodan and A/C systems
The Solution
The solution is a unique gamified experience. A custom-built putting green is the controller, while a touchscreen presents a series of multiple-choice questions. Players answer by putting their ball into the correct hole. Success is tracked in real-time on a large leaderboard, and every player receives a digital scorecard by email, creating a seamless lead capture mechanism.
Feature
Physical Putting Challenge
A custom putting green where players putt into holes to answer questions.
Feature
Digital Quiz & Scorecard
A touchscreen presents questions and delivers a personalised digital scorecard.
Feature
Live Leaderboard
A "Masters-style" board drives competition and repeat play on the stand.
Design & UX Features
- Seamless link between physical putting and digital quiz interface
- Vibrant, game-oriented UI with clear question prompts
- Dynamic live leaderboard with animations for top scores
- Personalised digital scorecards designed for email delivery
- Robust "phygital" setup for high-footfall environments
- Strong Mitsubishi Electric branding across all game elements
The Results
Business Impact
The Putting Challenge is having an immediate and powerful impact on the stand. It has become a central attraction, drawing significant crowds and creating a constant buzz. The gamified approach is proving highly effective at starting conversations, educating installers on key product features, and capturing valuable lead data in a friendly, non-intrusive way.
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