Overview
At the Royal Melbourne Show (RMS), XO Events collaborated with Tonza Deals to create an interactive experience designed to boost foot traffic to rides and attractions. XO Events’ presence at RMS featured a unique twist: a QR code scavenger hunt that allowed attendees to unlock discounts on rides, reduced entry prices, and exclusive deals on various experiences. This partnership created an innovative engagement opportunity, transforming the visitor journey and amplifying interest across the venue.
Challenge
With the wide array of attractions at the Royal Melbourne Show, XO Events wanted a way to draw more attendees to their rides and experiences. They aimed to boost on-site engagement while capturing customer data for future marketing opportunities. The solution needed to be seamless, accessible, and fun—something that would resonate with both families and individuals alike.
Solution
Tonza Deals provided XO Events with a tailored QR code-driven scavenger hunt that integrated easily into the RMS setting. Attendees could spot and scan QR codes strategically placed throughout the showgrounds, leading them to discounts and exclusive deals on rides, entry, and other experiences. The scavenger hunt approach turned ordinary visits into an interactive adventure, encouraging guests to engage deeply with XO Events’ offerings.
Each scan prompted participants to enter basic contact information to unlock the discounts, giving XO Events a steady stream of high-quality data on engaged customers. This approach also created a memorable user experience by blending discounts with the excitement of discovery.
Key Campaign Features
- Interactive QR Code Scavenger Hunt: Tonza Deals set up a fun, easy-to-follow scavenger hunt using QR codes, inviting attendees to explore and uncover discounts as they moved through the venue.
- Instant Access to Discounts: By scanning QR codes, visitors could instantly access exclusive deals on rides, cheaper entries, and other attractions—making it convenient and appealing to participate.
- Data-Driven Engagement: Each scan captured participant data, allowing XO Events to build a database of interested customers for future marketing, with data easily fed into retargeting campaigns.
- Retargeting Capabilities: Tonza Deals’ integration allowed XO Events to seamlessly use collected data for Advantage+ and Meta retargeting campaigns, helping turn one-time visitors into repeat customers.
Results
The QR code scavenger hunt at RMS generated substantial benefits:
- Enhanced On-Site Engagement: The interactive scavenger hunt increased foot traffic to XO Events’ rides and attractions, adding an extra layer of excitement to the visitor experience.
- Significant Data Collection: Each QR scan yielded valuable customer data, providing XO Events with a comprehensive list of engaged attendees, ready for future campaigns.
- Low Cost-Per-Click for Future Campaigns: With verified data from RMS, XO Events achieved a $0.23 cost per click in retargeting efforts for subsequent campaigns, far below the typical $1.30 average.
- Increased ROI on Future Campaigns: Using the RMS data in future campaigns, XO Events saw a 100% increase in campaign value, demonstrating the lasting impact of the QR code initiative.
Conclusion
The partnership between XO Events and Tonza Deals turned the Royal Melbourne Show into an unforgettable, data-rich experience. By engaging attendees with a QR code scavenger hunt, XO Events not only drove on-site traffic and enhanced the visitor experience but also built a valuable customer database that strengthened future marketing campaigns. The success of this activation highlights how creative, data-driven strategies can transform event engagement and deliver long-term value.
XO Events is excited to continue innovating with Tonza Deals, creating impactful experiences that resonate with audiences and maximize marketing success.