How the Caxton Cup turned predictions into sustained engagement

25,560 engagement actions. 9,495 prediction updates. 39 days.

The Caxton Cup gave FoneWorx the opportunity to put its gamification capabilities into action, demonstrating how a simple, relevant mechanic can turn participation into sustained engagement.

Created around the FIFA World Cup, the Caxton Cup was an online score prediction game developed for South Africa's marketing industry. Players competed individually and as part of their agencies, predicting match scores, following the leaderboard and competing for prizes throughout the tournament.

But the real measure of success wasn't simply how many people entered. It was how often they came back.

Creating a reason to return
Over the 39-day campaign, the Caxton Cup generated:

• 25,560 engagement actions
• 16,065 predictions submitted
• 9,495 prediction updates
• 6,307 user sessions
• 282 active players
• 22.37 average sessions per player

The 9,495 prediction updates were particularly significant. Rather than making a prediction once and leaving, players repeatedly returned to reconsider and update their scores as the tournament progressed.

They also came back to follow the leaderboard, compete for spot prizes and see how they were performing against colleagues and competitors.

This repeat behaviour demonstrated one of the key strengths of gamification: giving audiences a reason to return, re-engage and stay invested over time.

"The Caxton Cup was so much more than a FIFA World Cup prediction game. It was a live demonstration of how brands can use themed gamification and mobile engagement to create repeat interactions and keep audiences coming back again and again over an extended campaign," says Graham Groenewaldt, Managing Director of FoneWorx.

More than the technology

FoneWorx developed the platform and managed the campaign from end to end, including:

• Competition management
• Player communications
• Leaderboard management
• Prize management and fulfilment

Twenty players received prizes during the competition, with Hirt & Carter crowned the Caxton Cup Team Champions and taking home the branded Caxton Cup office foosball table.

"The campaign showcased FoneWorx's ability to manage not only the technology behind an engagement campaign, but the complete execution, from launch and ongoing communication through to prize fulfilment," adds Groenewaldt.

A mechanic that can work for almost any brand
The premise behind the Caxton Cup was deliberately simple: predict the correct score and win.

That same principle can be adapted to create branded gamification experiences across industries and campaign objectives, including customer acquisition, loyalty and rewards, employee engagement, sports sponsorships, product launches and consumer promotions.

Executions can range from simple short-term campaigns to more complex, high-volume engagement programmes.

The Caxton Cup demonstrated what happens when a simple mechanic is combined with relevant content, competition and meaningful incentives.

You don't just generate participation. You give people a reason to come back.

Want to create an engagement campaign that keeps your audience coming back? Talk to FoneWorx about gamification and mobile engagement solutions.

This article was originally published a https://www.caxtonmedia.co.za/engagement.php?id=85&a=Y