City Electric Supply
Picks by City Electric Supply
City Electric Supply is a family-owned electrical wholesale distributor dedicated to providing the best customer service in the United States since 1983. We partnered with them to develop a mobile application to encourage brand interaction in a fun and relevant way.
City Electric Supply wanted a new way to engage with their customers, suppliers and employees that didn’t feel like an advertisement or a marketing campaign. Many of their branches were already running paper football pools, so expanding this idea into something that could reach a much larger audience seemed like a great choice.
Picks by City Electric Supply was developed by Eighty Three Creative as a native app for both iOS and Android. The game stored the 2016 NFL season schedule and users made their weekly picks up to one hour before kickoff. As the games completed, we tallied the scores of the user’s correctly picked matches, which were shown on the weekly leaderboard.
This approach had two main advantages. By asking the user for new picks every week, we kept high engagement in the app throughout the season. Clearing the leaderboard each week also gave users a level playing field and the opportunity to jump in at any point in the season and still reach the top of the charts and win prizes.
To make this a successful marketing campaign and build revenue for City Electric Supply, we reached out to some of the client’s more established vendors and sold advertising spots within the app itself. This revenue was used to award prizes to the top three places on the weekly leaderboard, which gave a great incentive to keep playing the entire season.
The goal was to keep some of the existing brand elements in addition to the app’s own branding identity to increase mindshare.