Gamification, Loyalty, Engagement, Behavior Insights, Mindshare — A Football Prediction Game Drove 21,000+ Survey Responses from Contractors

Ghost Gamification Loyalty Engagement Behavior Insights Mindshare

A Football Prediction Game Drove 21,000+ Survey Responses from Contractors

Who is the Client?

A national distributor serving the construction and electrical supplies market, selling to contractors and working with a set of key vendor suppliers.

What were they trying to achieve?

Three things at once: increase customer engagement, collect data about their customers, and promote key suppliers within the construction and electrical industries — with a particular focus on changing the behaviour of electrical contractors.

Why is engagement difficult for distributors?

Contractors typically work with an average of four different wholesalers. That means any individual distributor is competing for attention against three others with broadly comparable products, and being the default supplier is a matter of mindshare rather than exclusivity. Layered on top was a data problem. The client wanted to understand their customers, and a distributor's transaction records reveal what was bought without revealing much about who bought it or why.

What did 360insights implement?

HMI, now part of 360insights, designed an online football-based promotional platform, run during the football season. Contractors competed for weekly prizes and a grand prize. The mechanic was weekly predictions on game outcomes, with correct guesses earning points. Bonus point opportunities were layered on top for actions like viewing a video or visiting specific parts of the client's website — which is where the data collection happened. The result was a platform that promoted vendor products while it engaged participants, offering branding opportunities for both the distributor and their suppliers.

What results did the program deliver?

The platform exceeded expectations across every measure:

• 5,000+ website visits
• 12,000+ video views
• 21,000+ survey questions answered
• Four key vendors promoted through the platform

Engagement held up over the full season. Even towards the promotion's end, 38% of participants were still actively engaged — and the platform spurred continued engagement after the contest closed. Participant feedback was overwhelmingly positive. As one put it: "I had more fun doing this than you can imagine. I hope you do this next year."

Reviewed by Zoe Kelly on September 24th, 2026