When you’re looking to capitalise on an event or to guerilla market yourself for a time limited event then you need to be able to move fast but also know that you’re going to get a return on that investment.
To prove this point and because it was local we ran a 7 day sprint in our office to capitalise on the Fleadh Cheoil Na hEireann that ran in Drogheda in 2018 and 2019 (this case study is based on 2018). Using just our staffing resources that were available at the time (5 people) we ran a full sprint from idea generation to rapid prototyping to deployment. Here’s what we did and the results.
For the idea generation we didn’t set any scope, we just said using our talents, and our resources what would you do for the Fleadh, and if we didn’t have limitations what would you do. Each of us came back with a number of ideas and over the course of 3 hours we whittled them down, by first categorising then discussing and then voting on them. The winner was a scavenger hunt style game that would allow us to showcase the town and get a bit of banter going on social media.
We then quickly moved into prototyping with each member of the team identifying an area that needed to be proved possible with particular attention to the ones we were concerned might be outside the scope of a weeks sprint. Quickly we had proven our mechanics could work including geo-location and qr scanning. Once we were happy the products was possible in the timeframe we went about building it.
The build was fairly straight forward after that and while it was being built we got posters designed for clues and wet about 3D printing some resources for marketing (any excuse to break out the 3D printer!). We submitted on time to Apple and Android and were live for the Fleadh start.
Results were good given we gave ourselves €0 advertising budget to be truly guerilla, with the project. In terms of Press we featured in all the local publications and got some shoutouts on social media. Not only that but our performance on the app store was great.
On the Apple App store we got 50,000 impressions in the week of the Fleadh. It was interesting to follow the patterns and it was obvious that had the game been more stationary and not required folks to down pints and wander the town it might have had a larger participation rate. That said we had a number of families make return visits for a second day just to tick off the last of the clues.