Open

objective

Securing attendees in motion.

Entrust, a cybersecurity company, came to Mindspace to look at how to add a gamification element to their trade shows. The goal was to develop a digital brand experience that drove engagement at the Entrust booth, allowing Entrust employees to connect with conference attendees while creating brand awareness around their products and services.

solution

We developed an interactive, digital, race-themed game, thematically supporting Entrust’s tagline of “Securing a World in Motion.” The game taught attendees about Entrust while providing an opportunity to win a prize. Onlookers could view progress on a large video display, while game participants used individual iPads to play.

Rules of the road

Here’s how the game experience worked:
Attendees at the Entrust booth signed up for the challenge, where they would be “drivers racing against time.” To win a prize, they needed to correctly answer 10 questions in five minutes or less. Questions were shuffled and pulled from a bank of 50+ in order to provide a different experience for each “driver.”
The drivers used iPads to enter their names, answer the game questions and view stats in real-time (e.g., number of questions answered, time remaining). Simultaneously, the separate video monitor displayed these stats on top of racing videos that were timed to each individual’s progress.

Attendees at the Entrust booth signed up for the challenge, where they would be “drivers racing against time.”

Off to the races

To pull this off, we designed two cohesive digital experiences. The first focused on the question bank and interactions on the iPads. The second centered on the racing videos that were displayed in split screens on the larger monitor. These assets also included instructions and support messages displayed throughout the experience, ensuring that directions were clear and concise while maintaining the race theme.
In addition to general design, we needed a gamification strategy that aligned the number of potential winners to the amount of prizes available at the upcoming trade show. This involved testing the timing, difficulty and passing requirements of questions to aim for a 60-75% success rate.

Foot on the gas

In addition to a seamless look and feel on the front-end, this experience required back-end technical development that would be able to highlight the following:
iPad Experience
  • Shuffle from the question bank and give accurate feedback answers
  • Track correct answers to determine if someone “won” in time.
  • Keep track of presented questions (within one game) to avoid repetition.
Video Display
  • Play and align the racing video to incorporate iPad input (e.g., displaying driver’s name/progress + relevant support messages).
  • End the video early and move to success screens if someone answered the required number of questions before time was up.
Data Capture + Reporting
  • Store driver information and game statistics for reporting later.

Under the hood

Diagram of the system created for Entrust’s use when setting up the game.

Game Play

  • Built the game as an iPad app (using SwifttUI).
  • Testing was done through TestFlight, followed by ad hoc distribution for the trade show.
  • Developed a web application (using Ruby on Rails and Turbo Streams) for seamless communication between iPads and a laptop-hosted game server.

device communication

  • Established a private local network for secure communication between iPads and the web application, thus minimizing connectivity issues by eliminating the need for an internet connection.
  • Decoupled game play from the large video monitor, ensuring uninterrupted play while simultaneously updating the display for onlookers to see the action.

data capturing + reporting

  • Stored additional data in a PostgreSQL database on the game server, enabling post-event analysis of game statistics (e.g., win/loss percentage, average game time, number of games played, number of questions displayed, how questions were answered).

The technology worked flawlessly from day one, and drove booth engagement that exceeded the client's expectations.

Crossing the finish line

The Entrust Cybersecurity Challenge was built to attract and engage trade show attendees, while providing opportunities for Entrust employees to educate and contact them further. Ultimately, the final experience combined multiple moving pieces in order to successfully achieve these goals around attendance, engagement and education.
Mindspace provided onsite setup and tech support for the first launch of the game. The experience ran flawlessly throughout the four-day trade show, with standards now in place for Entrust to easily replicate setup at future events.
Over 450 games played across 4 days. Over 450 games played across 4 days. Over 450 games played across 4 days. Over 450 games played across 4 days.
67% win rate (aligning to prize inventory). 67% win rate (aligning to prize inventory). 67% win rate (aligning to prize inventory). 67% win rate (aligning to prize inventory) inventory). 67% win rate (aligning to prize inventory). 67% win rate (aligning to prize inventory). 67% win rate (aligning to prize inventory). 67% win rate (aligning to prize inventory) inventory).
Built and launched in under 45 days. Built and launched in under 45 days. Built and launched in under 45 days. Built and launched in under 45 days.
“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.“Best game at the show” -Client reaction.

SERVICES PROVIDED

Strategy

Brand + Market Research
Brand + Market Research
Competitive Analysis
Competitive Analysis
User Research + Insghts
User Research + Insghts
Learning Needs Assessment
Learning Needs Assessment
Creative Approach
Creative Approach
Engagement Strategy
Engagement Strategy
Gamification Strategy
Gamification Strategy
Content Strategy
Content Strategy
UX Strategy
UX Strategy
Evaluation Framework
Evaluation Framework

Creative

Creative Direction
Creative Direction
Copywriting + Content Development
Copywriting + Content Development
Instructional Design
Instructional Design
Scripting + Storyboarding
Scripting + Storyboarding
Video + Photography Capture
Video + Photography Capture
Art Direction + Visual Design
Art Direction + Visual Design
Motion Graphics + Interactive Element Design
Motion Graphics + Interactive Element Design
UX/UI Design
UX/UI Design
Wireframing + Prototyping
Wireframing + Prototyping

Execution

Project Management
Project Management
Video Editing + Production
Video Editing + Production
Event Support
Event Support
Front-end Development
Front-end Development
Back-end Development
Back-end Development
QA Testing + Deployment
QA Testing + Deployment
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