We began, like all successful marketing, with a story. In this case, we put the prospects right in the middle of their own spy thriller, complete with puzzle briefcases, encoded messages, and secrets for their eyes only.

The prospect received a briefcase in a dimensional mail package with a clear and enticing message: The $ecret to More Revenue is Inside. But only a select few get in…

This immediately captured interest, pulling the prospect into an emotional and visually appealing journey.

After this intriguing introduction, a QR code revealed a web-based augmented reality video on the surface of the briefcase. To unlock the briefcase, the prospect had to create a network account with Perform[cb], immediately accomplishing the conversion they were after.

Making the activation seamless, we had the account details pre-filled and ready to go. All they needed to do was choose a password and they were in!

Who could resist such a mystery?  

Opening the briefcase led to more adventure. Stacks of “money” hid special gifts from Perform[cb]. But the real gift was the invitation to the network, the conclusion of a thrilling spy adventure made just for them.

100% of the intended audience engaged with the fun, story-led packages and led to an emotional response. In the process, nearly 40% of the targets converted into Network members.

Beyond that incredible statistic, there were further emotional benefits as well.

Ami DeWille, VP of Marketing for Perform[cb], told us, “We received feedback from several recipients that this was the most exciting, unique, and engaging campaign that they had seen in some time.”

Some of their prospects even suggested that Perform[cb] submit the campaign for experiential marketing awards! Not only was it flattering, but it’s undeniable proof of the positive impression left by the campaign with its target audience.

This experiential B2B direct mail campaign for Perform[cb] incorporated a thrilling story, cutting-edge Augmented Reality (AR), and high-quality dimensional mail packaging and design. It resulted in immediate success, but the ripple effects of the positive emotions it generated will continue on for years.