How Memorial Elevated Session Engagement at Brandweek Through a Branded Interactive Experience

At high-traffic events like Brandweek İstanbul 2025, capturing attention is a real challenge. For Memorial, delivering a strong presentation wasn’t enough. The goal was to actively involve the audience and create a more dynamic session experience.

Instead of a one-way talk, Memorial wanted to turn the session into a two-way interaction. By partnering with Guul, they aimed to engage attendees instantly and keep their attention through a branded, interactive, and competitive experience that extended beyond the stage.

The Challenge & Objective: Moving Beyond Passive Listening

Memorial needed an engagement solution that worked within tight event constraints. It had to be impactful enough to cut through distractions, yet simple enough to require no setup or learning curve.

The objectives were clear:

• Turn viewers into participants: Encourage attendees to engage rather than watch passively.
• Remove friction entirely: No app downloads, no sign-ups, no instructions. Participation had to be instant.
• Reflect the brand naturally: The experience needs to feel like a genuine extension of Memorial’s brand, not a generic game.
• Sustain engagement throughout the session: Use competition and incentives to keep participants coming back.

The Solution: A Customized “Healthy Words” Experience

Working with Guul, Memorial launched a fully branded, web-based micro-game inspired by the classic word game Boggle.

The experience was designed around three core principles:

• A Curated “Healthy Words” Dictionary: Instead of random words, players searched for terms related to health, wellness, and vitality. This way, the gameplay reinforced Memorial's message naturally.
• Fast and Seamless Access: Participants accessed the game via a QR code on event materials, logged in, and started playing within seconds.
• Full Brand Integration: From colors to interface elements, the game environment was fully aligned with Memorial’s visual identity, creating a seamless brand experience rather than a white-label overlay.

The User Journey

The activation was built to create a simple but effective engagement loop during the session:

• Trigger: Attendees scanned the QR code
• Action: They played a fast-paced, 120-second word game
• Reward: A live leaderboard showed top scores in real time
• Motivation: High scorers qualified for rewards, encouraging replay and friendly competition

Why It Worked

The experience succeeded because it respected both time and attention.

• Frictionless access maximized participation
• Relevant content made the game feel connected to the session topic
• Live competition turned individual play into a shared, social moment in the room

The Results

The activation noticeably changed the energy of the session and delivered measurable engagement outcomes:

• Total Participants: 650
• Total Sessions Played: 213

Conclusion

Memorial’s Brandweek activation shows how interactive micro-experiences can redefine event engagement. By combining simple mechanics with thoughtful brand integration, the session moved from passive listening to active participation.

For brands looking to stand out at crowded events, the takeaway is clear: Make engagement easy, meaningful, and fun; and let the audience play their part.