Splash: A Game Where Water Matters

March 1 – April 30, 2022.

Measures for the program included player engagement satisfaction and self-reports of behavior changes. Splash included sections on climate change, sustainability, and conservation, with each topic including key issues, for example, the value of reducing greenhouse gases. Players showed their knowledge of these subjects during quests and challenges. When completed, players earned coins that could be turned in for cards. Each card an entry to win cash in the random drawing for winners.

Key measures

Player engagement

End-of-game survey

Community-wide participation

Game Statistics

• 1,000+ players

• Created 19,700+ quiz questions answered by community members

• 4,000+ complex quests completed

• 1,030+ codewords redeemed

• 15,800+ interactive challenges completed

• Repeat participation by 66.8% of the total active community

• 3,100+ grand prize draw tickets earned by players

The marketing efforts h significant engagement during the 60-day play period. The Facebook Page reach was 201,623, a 580 percent increase over the previous 60-day period. “Reach” is the number of people who saw any of our ads or other content. Instagram reach for the same period was 37,632, a 402 percent increase. On Twitter, we tweeted 79 times in March and April. This resulted in over 17,500 tweet impressions and 8,300 visits to our profile.

Response to the direct-to-consumer email campaign was exceptional, as well. Details are in Appendix 2: Rebate Marketing Results. Starting with two or three emails a week with occasional weekly, themed campaigns, the game ended with 16.6k email addresses and a whopping 48 percent email-open rate. Again, fewer conversions than expected. While open rates vary across industries, the combined rate is nearly 30 percent. Promotional email open rate was 48 percent, with a three percent click-through rate. In total 55 promotional emails were sent—more than 777k total emails.

To boost participation, we added The Golden Ticket. A graphic was inserted into the game that randomly appeared as players were spending their accumulated points to purchase game cards. Twenty $50 gas cards were distributed to players in April.