How to hack it? Game shows can be fun and addictive, so why not leverage some of that energy to increase engagement? That’s what the Association of Change Management Professionals does in the lead-up to its annual conference, using gamification to profile its local chapters and create excitement for the meeting.

The ACMP “Road to Conference Challenge”  is a weekly trivia game that members play in the three months before the conference. Once a week, an email newsletter profiles a different ACMP chapter. At the bottom of the newsletter, members click a link to take a four-question quiz about the chapter. Members who answer all the questions correctly every week are entered into a prize pool to win a $1,000 gift card or free registration to the next year’s conference. Winners must be present at the opening general session to collect their prizes.

Why does it work? The quiz both promotes chapters and helps members feel connected, says Adrienne Fierro, director of marketing and communications. “Our chapters have the opportunity to showcase their activities, achievements, and our members in a unique and creative format,” she says. “The Road to Conference Challenge offers a fun gaming approach for both cross-chapter collaboration and building rapport ahead of our flagship annual event.”

What’s the bonus? The next trivia game begins in January. AMCP is using this period as an opportunity to recruit new members to join and play. “We are already seeing a spike in member inquiries and positive member and chapter feedback,” Fierro says. “We will continue to watch how the challenge motivates our members, so we can make [the experience] better for future years.”

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