Wishing to continue the success of the Mission Possible campaign, HP asked for a fresh take that would be every bit as engaging. One caveat: This time there was no budget for the reward that many participants claimed was a main incentive.
Turns out you don’t need a prize at the end to have a successful, interactive campaign—if you can transform learning into a fun game.
Based on the popular film franchise Mission: Impossible, HP Mission Possible had turned product training into a series of challenges. Now, playing on the summer blockbuster, The Avengers, Super Recruit took things a step further and gamified the recruiting of HP sales advocates.
At completion, participants received a certificate they could print, share, or post to our hero
gallery. The certificate came with a super persona personalized by uploading one’s face. And that’s where it
really started to get fun for our creative team.
Rather than use stock hero images, we wanted to show that everyday folks can be superheroes. So we did a photo shoot and developed some really quirky characters that put a fun spin on the typical hero and heroine.
Like its predecessor, HP Super Recruit saw a stunning response rate. Many participants completed
training multiple times in order to see what superhero they might become next.
The story and humor even resonated internationally, as the training application was translated across four languages and distributed across the Americas.