Client: Premier Paper
Date: June 2025
A leading supplier in the UK stationery and paper industry, Premier Paper was looking for a creative and engaging way to draw attention at a major industry exhibition post-pandemic. With face-to-face events back in full swing, they wanted to make a memorable impact while simultaneously gathering quality leads and reconnecting with existing clients.
Objective
Premier Paper approached Loyalty Works with a clear vision: to create a fun and engaging experiential activation that would encourage visitor interaction, capture valuable data, and reignite excitement after a two-year gap in exhibitions. The solution needed to be eye-catching, simple to use, and themed in a way that would spark nostalgia and fun - helping their stand be prominent in a busy exhibition hall.
Our Role
We delivered a bespoke gamification solution - a “Back to the Future”- themed digital spin-the-wheel campaign, hosted on a branded landing page and integrated into the exhibition stand. Designed for maximum visibility, the game was projected on a large screen, allowing visitors to spin and win in real time.
Highlights
Experiential Activation
• Featured at a national industry exhibition at the NEC
• Designed to attract both new leads and existing clients through face-to-face invitation
• Encouraged immediate interaction, fun, and brand engagement
Gamification Experience
• Custom-built “Back to the Future” themed digital spin-the-wheel game
• Every player was guaranteed a prize, creating excitement and continuous footfall
• Game housed on a standalone web page for seamless play and form fill
Prize Structure
• Main Prizes: Apple AirPods Pro, Ray-Ban Sunglasses
• Second Tier: Greggs E-Codes (£5, £10, £15)
• Third Tier: Branded “Back to the Future” merchandise
Data Capture & Insights
• Players required to complete a form to spin, enabling data collection
• 201 entries across three days
• 125 completed full data submissions - a 62% data capture rate
• Provided valuable insights for Premier Paper post-event sales and for marketing follow-up
The Results
The gamification campaign was a resounding success, delivering on all fronts - engagement, data capture, and creating a buzz around the Premier Paper stand. Over 200 visitors engaged with the game, with the themed approach sparking conversations and smiles. The 62% data conversion rate through the form offered tangible business value, enabling the client to leave the event not just with active engagement, but with measurable lead data to action.
Conclusion
This project showcased the power of event gamification to cut through the noise and bring brands to life. By Combining digital interactivity with physical presence and nostalgic theming, we helped Premier Paper drive both footfall and follow-up - reinforcing their reputation for forward-thinking marketing and customer engagement.
“We were exhibiting at the NEC in April 2022. It had been two years since the last exhibition due to the pandemic. We approached Loyalty Works for some ideas on how we can attract visitors to the stand.
One of the options put forward was on-stand gamification. We talked through some ideas and went ahead with the digital spin-the-wheel game. This game, which was a bespoke design to Premier Paper, acted as a data capture solution and also allowed visitors to spin the wheel for a chance to win one of many prizes available.
The game worked very well for us, pulled in lots of visitors during the three days. The excitement, atmosphere and fun the game brought to the show was priceless!
My experience with Loyalty Works is always a pleasant one, each and every member of staff give a personal and friendly service. Thank you Loyalty Works, for our exhibition fix and also the continuous support you give, long may our partnership continue!”