5,367,626 Total Impressions

Audience First Approach to Experiential Marketing

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The Challenge

The triple-headed snake logo has become one of the most recognized in the global gaming and esports communities, influencing up-and-coming gamers’ choices for equipment. The company has built one of the largest gamer-focused hardware and software ecosystems, but despite its size and brand recognition, it faces intense competition from big-name brands vying for market share. To grow and retain its customer base, Razer partnered with Newbridge, an experiential marketing agency, to create an immersive tour across the U.S., aimed at engaging and educating their ideal customers. However, Razer wanted more—deeper insights, detailed audience data, and innovative ways to maintain engagement beyond the events. StrataBlue had the solution.

The Solution

To enhance engagement at the Razer Tour events, StrataBlue proposed using a chatbot integrated with Facebook Messenger. Attendees could scan a code at each station with their Messenger app, initiating a conversation with the chatbot to complete a short survey. This allowed Razer to gather valuable insights on potential customers, such as their familiarity with Razer products and purchase readiness. The chatbot also streamlined the user experience by pre-filling contact information when attendees consented, enabling continued engagement after the event.

StrataBlue chose Facebook Messenger codes over QR codes or RFID because most users already had the Messenger app installed, eliminating the need for additional downloads. This approach increased accessibility and engagement by leveraging a familiar platform.

The chatbot provided multiple functions to enhance the event experience:

Line Management: The bot managed queues by assigning positions and estimated wait times, allowing attendees to explore other event activities without losing their place in line.
Survey Collection: At each station, users answered a single survey question via the bot, which rewarded them with points and chances to win Razer swag. This encouraged them to visit multiple stations, increasing their interaction with Razer products.
Remarketing: Razer used the collected data to identify user interests and send targeted product messages through the bot after the event, resulting in high open and click-through rates.

To manage the flow of attendees, StrataBlue designed a system where the chatbot welcomed users at any station, preventing congestion. Brand ambassadors were on hand to assist attendees with scanning codes and navigating the chatbot, while also providing information about Razer products.

The initial test at San Diego Comic-Con was a success, with users engaging with the chatbot across multiple stations, spending over 30 minutes on average within the experience. This engagement allowed attendees to deeply explore Razer’s offerings, increasing the likelihood of sales.