How Jen built Halloween fun into Unitrends’ marketing
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She’s the Inbound Marketing Director at Unitrends, a leading backup and data recovery company in the Boston area.
Jen was looking for a way to have more fun with her content. But… how do you have fun with data?
Data is boring.
Only candy companies and lightsaber manufacturers are allowed to create FUN content… right?
The thing is… people buy backup and data recovery services.
People like to have fun.
Just because the problem you solve is serious, doesn’t mean your sales or marketing collateral has to be stuffy.
Jen understood this idea, and also understood her audience.
She knew they were techy people who liked horror movies and The Walking Dead.
She knew Halloween was coming up, and wanted to create content around the holiday.
A funny, quirky interactive game would appeal to her audience — and might help her meet some of her marketing goals, too.
Jen came up with Build Your Own Data Apocalypse, an interactive, choose-your-own-adventure style game that combined the best of recent pop culture apocalypse stories like Sharknado and The Walking Dead with the very real specter of a data backup failure — a “datapocalypse.”
The game let you pick your apocalypse, your sidekick, your weapon of choice, and your data backup system of choice… wait, what was that last one? Interspersed with the fun questions, Jen had included a few qualifiers for different products. If a visitor filled out the lead generation form at the end of the game, their data mapped into Jen’s Eloqua system — and were flagged for sales if their answers qualified them for follow-up.
Unitrends promoted the SnapApp on a landing page on their website, directing prospects there via email and their Facebook page.
This turned out to be a winning strategy: within the first 24 hours, the game generated over 300 net new leads and within 2 weeks, contributed $350,000 in net new sales pipeline for the company. Those are pretty serious results for such a fun, interactive game.