The Vision 👀
Starburst was looking for a way to stand out. After all, B2B brands in the tech market often look similar.
They wanted a unique aesthetic for Space Quest League, eventually settling on 8-bit retro art.
How was the art put together? Starburst used a creative agency called DC and Co.
Then the competition prizes were worked out. Anna Schibli, Field Marketing Specialist at Starburst, said:
“Space Quest League was a year-long competition with four distinct missions and four prizes.”
How did the Starburst team decide on prizes?
They used a survey to uncover the interests of their data professional target market.
The results suggested that sci-fi-related prizes would be a good fit.
So for Mission One, the prize was “The Ultimate Disney Galactic Experience”.
This offered four people a five-day trip, with two nights on Disney’s newest hotel - the Star Wars Galactic Starcruiser.
The Star Wars Galactic Starcruiser is a live-action, choose your own adventure experience. It involves boarding a simulated cruise in outer space within the Star Wars galaxy.
It ties in nicely with Starburst’s space quest theme. After conquering Space Quest League, you’re worthy of jumping to the controls of the Millennium Falcon.
Mission Two had a cash prize - “What would you do with a 20k payday?”. How was the game launched? Starburst had a comprehensive multi-channel strategy.
They used paid ads, social channels and email to target data professionals. Starburst even partnered with data influencers.
To unlock the sweepstake competition, users had to follow Starburst on LinkedIn.
Anna’s goal was to maximise engagement. She explained:
“One of my jobs is to work on weekly challenges to bring entrants back and engage more in the games. The more you engage in the game, the higher your chances of winning are.”
There was also a charity angle to the campaign.
Upon launching Mission One, Starburst decided to donate “$1 per valid contestant up to $100,000.”
The participants of Mission One were also able to vote on the charity. After Mission One, Starburst donated $5,000 to a charity supporting Ukrainian refugees.
Starburst set out to “do well and do good”. They certainly achieved that!
