Interactive online games can be a very effective method of generating both website and show floor traffic, as well as attracting lucrative sponsorships. However, the key to success is to ensure that the interactive game is created as an integral part of a strategic marketing communications campaign, and not just a clever gimmick.

An excellent example of how a creative interactive game can become the focal point of the overall marketing effort is the multi-faceted campaign H+A International created for the Craft & Hobby Association's 2008 Summer Show. Using the theme "It's Your Move - Play to Win", and featuring a Monopoly-style game board, all elements of the campaign were designed to drive people to the CHA website where they could win valuable prizes and learn more about the Show.

Full Report