How do you gamify online training for a large number of employees?

Structure the content as a route with stages, for example the tracks of a race, form teams with their own identity and run a pre-event campaign with an invitation and personalised materials. That way participants arrive engaged and remember each concept linked to a stage.

Which materials help make an online event participatory?

Invitations with their own narrative, personalised wallpapers, team badges or patches and visual pieces used during the session. They create a sense of belonging and make participants feel part of the event rather than mere spectators.

Kellogg'sCase study

Kellogg’s Finance Rally: gamified online training for the finance team

Kellogg’s wanted its finance team to know the core competencies expected of them. Finance Rally turned the training into an online race for more than 250 people, with 5 tracks, uniforms and racing teams.

ClientKellogg's
FormatGamified training
PlaceOnline

The challenge

The aim was to introduce Kellogg’s finance team to the core competencies expected of them as part of an innovative organisation that leads its sector. Important content, but with every chance of ending up as a dense presentation nobody remembers the next day.

Two conditions came on top of that: the training would be online and for more than 250 people. At that scale attention is fragile and participation tends to concentrate in a few. The experience had to be dynamic and visually appealing, and above all it had to make the key concepts of the most important competencies easy to remember. Getting them across was not enough; they had to be fixed in the memory of an audience that, by definition, works with numbers rather than metaphors.

The idea

The answer was an intervention built on the concept of a rally race, with 5 tracks shaped like Kellogg’s characters, uniforms and racing teams defining the competing groups, and an explosively attractive look for anyone who took part.

The rally fits by structure: it has stages, teams and a finish line, exactly what content divided into competencies needs. The tracks anchor concepts to stages, and the brand characters make recall instant. The racing teams give group identity to a large audience scattered across screens. And the training did not start with the session: a digital campaign beforehand included the invitation to the official race, each team’s patch and a personalised wallpaper to use during the sessions.

What we did

Online training experience for more than 250 people
5 tracks shaped like Kellogg’s characters
Uniforms and racing teams to define the groups
Digital campaign with the invitation to the official race
Racing team patch for each group
Personalised wallpaper for the sessions

Key takeaways (expert view)

If your training has lots of content and lots of people, turn it into a route with stages and give each team its own identity from the invitation onwards.

A circuit instead of a list

Splitting the intervention into 5 tracks turns a list of competencies into a route. The narrative structure is itself a memory tool: participants remember the stage and, with it, the concept. Any corporate training, including the sessions venues or agencies run for their own teams, gains clarity when the content is designed as a circuit with stages.

Team identity at an online event

In a session with more than 250 people on screen, it is easy to feel like just another face. Racing teams, uniforms, patches and wallpapers give visual belonging and turn the grid of cameras into a starting grid. It is a lesson that applies directly to virtual and hybrid events in the industry: group identity sustains participation.

The campaign starts before the event

The invitation to the official race and the pre-event materials build anticipation and bring participants in already playing the game. For the events industry it is a basic principle that is often forgotten in internal training: the experience starts with the invitation, not the first slide. A good warm-up saves you the first ten minutes of awkward silence.

Services involved

→Live campaigns →Live content →Custom apps and tools →Experiential marketing