Member Article

Microsoft Surface 2 branded fruit machine drives 92 per cent consumer engagement from high street shop

NexusEngage, the retail-marketing specialist, has trialled a fruit machine styled window to support sales of the Microsoft Surface 2 in Curry’s PC World. Attracting over 1,200 players a day, the fruit machine game has been designed to drive engagement and brand awareness of the Microsoft Surface 2 name among visitors to Kent’s Bluewater shopping centre. It is so far proving to be a massive success with 31,662 consumers interacting the window in its first week with an average viewing time of 9.7 seconds.

Players choose a feature on the Microsoft Surface 2 window by pressing one of the six buttons under a 70 inch high contract LED monitor, the screen will then automatically run the game. If the user matches two or more images they win a prize. Total winners per day amount to 101, with lucky jackpot winners being given a Microsoft Surface 2 tablet, and other players receiving 20 per cent off a Microsoft Surface 2 tablet or a Caffé Nero coffee.

All winners receive a voucher that guides them directly to Currys PC World where the coupon is redeemable following a brief demonstration of the Microsoft Surface 2 tablet.

“The project has been a great success so far, currently engaging 92 per cent of passers,” comments, Simon Ellson, CEO NexusEngage. “Taking advantage of redundant retail space and repurposing it to create a new consumer experience, such as a fun game, can make a brand stand out from its competitors on the high street. Not only does it enhance the consumers shopping experience, it targets potential new sales at a fraction of the cost typical to other traditional advertising and marketing tools.”

Ally Wickham, Surface Category Lead (Consumer) at Microsoft, said: “We are seeing some great consumer engagement coming through from the retail window for Surface 2. The fruit machine game has been popular with shoppers at Bluewater with the game running to maximum numbers each day. By creating an experience where shoppers can enjoy themselves and engage with Microsoft, it is a great way for people to interact with the Surface 2, especially when consumers are already in the buying frame of mind. We have seen impressive initial sales uplift as a result of the campaign and feel confident we’ll see that uplift continue”

The Microsoft Surface 2 fruit machine is open everyday from Friday 25 July – Friday 22 August 2014 at Bluewater Shopping Centre, Kent.

This was posted in Bdaily's Members' News section by Simon Ellson .