Splash: A Game Where Water Matters

Live March 1 – April 30, 2022. Measures for the program included player engagement and satisfaction and self-reports of conservation, sustainability and behavior changes based on what was learned. Splash included sections on climate change, sustainability, and conservation, with each topic included key issues, like the value of reducing greenhouse gas emissions. Players showed their knowledge of these subjects during quests and challenges. When completed, players earned coins that could be turned in for cards. Each card is an entry to win cash in the random drawing for winners.

Measures
Player engagement
End-of-game survey
Community-wide participation


Statistics
• 1,000+ players
• Created 19,700+ quiz questions answered by community members
• 4,000+ complex quests completed
• 1,030+ codewords redeemed
• 15,800+ interactive challenges completed
• Repeat participation by 66.8% of the total active community
• 3,100+ grand prize draw tickets earned by players

The marketing efforts received significant engagement during the 60-day play period. FB page reach was 201,623, a 580 percent increase over the previous 60-day period. “Reach” is the number of people who saw any of our ads or other content. Instagram reach for the same period was 37,632, a 402 percent increase. On Twitter, we tweeted 79 times in March and April. This resulted in over 17,500 tweet impressions and 8,300 visits to our profile.

Response to the direct-to-consumer email campaign was exceptional, as well. Details are in Appendix 2: Rebate Marketing Results. Starting with two or three emails a week with occasional weekly, themed campaigns, the game ended with 16.6k email addresses and a whopping 48 percent email-open rate. Again, fewer conversions than expected. While open rates vary across industries, the average rate is nearly 30 percent. Promotional email open rate was 48 percent with a three percent click-through rate. In total 55 promotional emails were sent—more than 777k total emails.

To boost participation, we added The Golden Ticket which randomly appeared as players were spending their accumulated points to purchase game cards. Twenty $50 gas cards were distributed to players in April.