The Genesis of Surv-AI-vor: The playbook for hosting the ultimate B2B game show
Mutiny recently hosted a B2B game show that took the community by storm – Surv-AI-vor. An event that gamified the AI learning experience, bringing in top marketing AI leaders to host hands-on workshops with participants competing in a chance to win $10k. But how did they do it? Get the playbook from the creator herself – Molly Buckman, Head of Growth Marketing at Mutiny.
In an exciting episode of Game Changers, the spotlight shone upon Molly Bruckman, the Head of Growth Marketing at Mutiny. The subject matter was their recent ‘Surv-AI-vor’ campaign, an innovative blend of educational experience and gamified engagement. Host, Oana, explored with Molly the specifics of how marketers can effectively integrate AI into their roles for better results leveraging the content provided throughout Surv-AI-vor.
The ‘Surv-AI-vor’ campaign was not merely a marketing stint. It was a noble endeavor to dismantle the ubiquitous misinformation clouding the realm of AI. Setting its sights on educating marketers, rather than inciting unfounded fears, the campaign rolled out as a series of 12 episodes teeming with actionable AI workflows and hands-on challenges. These were elements that the participants could readily assimilate into their own marketing practices.
During the conversation, Molly unveiled insights into her team’s method of smoothly implementing a campaign modeled on the Survivor TV show format. The primary aim was educating marketers about AI and, along the way, attracting new customers. The campaign attained its objectives, generating a whopping $1.7M in revenue by accelerating deals in the pipeline.
One crucial factor that commandingly propelled the success of the Survivor’s campaign was its theme and design. The campaign cleverly incorporated a game mechanism that fostered active engagement and induced sharing among participants. It also leaned on collaboration with tech influencers and partners for widespread distribution, thereby reaching a wider audience.
Post-campaign, each participant received individual follow-ups from the team, thus effectively utilizing the vast amounts of data accumulated during the game. The team even facilitated continued engagement through in-person events, extending the campaign’s reach beyond digital platforms. The provision of diverse engagement levels, ranging from completely remote to in-person, was a significant contributing factor to the campaign’s success.
Updates are in the pipeline for the ‘Surv-AI-vor’ game’s second season, with aims to intensify and nurture a sense of community and tribal affiliation among participants. The awareness and application of AI in marketing is poised to step into its next evolution, courtesy of successful initiatives like the ‘Surv-AI-vor’ challenge.
