How NFT Paris Increased Awareness & Engagement with a 360-campaign on Zealy
Throughout three editions, NFT Paris has grown from 800 to 20,000 attendees. Known for hosting one of the leading European events on the subject, the organizing team has always been innovative in their approach to getting more and more attendees interested in the world of Web3.
Objective and Key Performance Indicators
NFT Paris leveraged Zealy as a community platform for two years in a row. Through consistent usage of Zealy, they have successfully integrated gamification directly to their program, offering all of their external stakeholders — from their audience, to partners, to sponsors — a unique way to experience the event.
For their Zealy campaigns to be considered a success, NFT Paris had the following key performance indicators (KPI’s):
- Increased online and offline engagement from attendees - the team wanted their attendees to fully experience the event through interacting with partners, sponsors, and other attendees
- Increased awareness through word-of-mouth from attendees
Strategy Implementation
NFT Paris created a 360-campaign, integrating a Zealy questboard to gamify the entire experience.
Event Pre-hype: Getting Quality Users Engaged Before the Event
In the 2023 edition, NFT Paris minted unique ID’s in order for attendees to access the Zealy questboard. To qualify for and successfully redeem an NFT Paris ID, users had to visit their official website, create an account, then connect their wallet.
Through this process, we verified questboard participants. We also increased excitement from the event from a completely new audience — curious prospective attendees.
At the same time, they introduced sponsors and partners through quests that went live even before the actual event. Doing so gave visibility to the event partners, which made them realize additional value for their sponsorship and participation in the event.
As a result, they increased ticket sales thanks to this pre-hype initiative.
Event D-Day: Creating a Thematic Journey
For the 2024 edition, NFT Paris organized a Treasure Hunt on Zealy. The Treasure Hunt took the form of a questboard on Zealy.
During the two-day event, participants were asked to complete quests, which are tasks and actions related to the event, to earn experience points. To encourage participation, we awarded $10,000 worth of prizes for the participants who topped the leaderboard.
Participants did a mix of online and offline tasks.
- Some offline tasks included: visiting partner booths and creating an account on their platform, taking a selfie with a fellow participant, and giving daily event feedback
- Some online tasks included: quizzes about information on the event and their partners, and following the official accounts of the event
Best Practices for Event Quests
NFT Paris created a mix of quests to build an exciting journey for the attendees. Here are some practical tips that you can use for setting up and managing your event’s questboard.
- By creating a quest that invited other people to the questboard, they drove user acquisition easily on the questboard.
- They encouraged attendees to network and quest together! Some quests required two or more people to successfully accomplish the quest.
- They asked for event feedback to understand what attendees appreciated the most and what would keep them coming back for years to come.
- They dropped new quests at different times of the day to keep people coming back to the questboard.
To announce the Treasure Hunt, both NFT Paris and Zealy tweeted out the rewards and mechanics. The announcement generated 35,000 views, becoming one of the top tweets from the @NFT_Paris account leading to the event.
Lastly, they worked with sponsors of the event to create the quests and pool together rewards for the participants.
The Results
In just two days, the 2024 edition’s questboard entered the top 200 of Zealy communities with over 10% of the entire conference participating in quests. On average, people interacted with NFT Paris across nine actions on multiple touchpoints.
They also provided real value to partners of the event, namely:
- NFT Studios: raising awareness for their latest biggest project - Tom Sachs Rocket Factory Project
- Brilliant Crypto: converted members into their own Zealy community
- METAV.RS: got additional engagement (accounting for ~50% of the total likes of the post) for their latest LinkedIn post, announcing their booth in NFT Paris.
This was also an opportunity to receive real-time feedback from a significant sample size. Participants rated the event positively with an average score of 4.7 out of 5, and some of the top qualities which led to great feedback were the following:
- Great event management - from following the schedule to making the flow of people in and out of different venues as smooth as possible
- Many opportunities to network
- Inspirational speakers and ground-breaking insights
Lastly, of course, they gained awareness for the event from our internal Zealy community of over 1.5 million monthly active users.
General Tips & Tricks for Boosting Event Visibility & Engagement
If you’re organizing a huge tech event, your upper funnel marketing metrics are key to growing the number of participants who keep coming back.
- Have a pre-hype initiative that involves your partners and sponsors to maximize their visibility
- Encourage participants to connect with each other
- Reward participants for talking about the event - both online and offline
If you’re thinking about how to make your upcoming event or conference more engaging for your participants, then Zealy is the perfect way to drive meaningful actions and a memorable experience.
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