Nekoosa Coated Products: Nekoosa Tradeshow Traffic Driver

 
Campaign Summary

Nekoosa Coated Products wanted to promote its Synaps OM product and drive traffic to its tradeshow booths. It engaged its audience with an augmented-reality basketball game called Hoops Madness that used table tents printed on Synaps paper as markers that launched the game.

Strategy

Objective and Context:

Nekoosa’s challenge was selling paper in a marketplace where print was on the decline. The brand wanted to drive more traffic to its booths at industry trade shows. It also wanted to promote Synaps OM, a synthetic paper product made from high-grade polyester and high-performance printable top coat, and demonstrate the product’s usability in restaurant applications such as table tents, placemats, and menus.

Target Audience:

Nekoosa targeted print providers and retail marketers who were either decision-makers or influencers in the purchase of retail and restaurant marketing materials. Demographics leaned toward males in the 30 to 50 age range.

Creative Strategy:

Nekoosa’s agency TREKK recommended using an augmented-reality experience to engage tradeshow audiences and demonstrate how gamification could add value to real-world restaurant experiences. The result was Hoops Madness, an augmented-reality basketball game that played off the NCAA March Madness tournament.

In the past, Nekoosa had purchased booth space at industry tradeshows, but it had never created a campaign or incorporated traffic-building promotions into these efforts. Hoops Madness was the brand’s first attempt at this, and it was so successful that it used the promotion throughout the remainder of its tradeshow schedule.

Execution

Overall Campaign Execution:

At the tradeshows, table tents printed on Synaps polyester paper were used as markers to launch the basketball game. Attendees used an AR app on their mobile devices to scan the markers and start playing the game. Up to four players could participate in any one game, choosing from one of three challenge types: practice, prep, or pro.

Each player had 45 seconds per game to earn points. Throughout the day, top scores were updated in real time and displayed on a leaderboard that visitors could view by scanning a pop-up banner in the booth. Attendees revisited the booth throughout the day to see if their scores had been beaten by other players.

Mobile Execution:

Approximately 50 percent of the tradeshow marketing budget for the first show went to the execution of the mobile AR campaign. That included development of the mobile AR experience as well as supporting signage and printed materials that facilitated and promoted the AR experience.

Results (including context, evaluation, and market impact)

The program not only increased engagement at the shows, but also allowed Nekoosa to prove itself as an industry innovator. Augmented reality, combined with a printed marker, allowed Nekoosa to demonstrate the value of print in in-store and in-restaurant applications. At the shows, there was a renewed excitement from print providers and marketers about how they could incorporate this approach into their own programs.


Categories: | Industries: | Objectives: Promotion | Awards: Finalist