Case Study: How Gamification & ManyChat Supercharged Our Secret Foodie Tour
At our recent Gather & Gourmet event at Supreme Court Gardens, we trialled something new - a Secret Foodie Tour. It was part scavenger hunt, part bingo, and all flavour. What began as a simple idea turned into one of our most effective campaigns to date, blending gamification with clever automation tools like ManyChat to create an engaging and streamlined experience.
The Concept: A Market Experience with a Twist
We wanted to add an extra layer of interaction to the event - something that would delight visitors, drive foot traffic to food vendors, and encourage organic engagement. The Secret Foodie Tour was born as a self-guided tasting journey featuring one-night-only menu items, each priced at $10 or less.
Participants could collect a limited-edition “passport” (aka bingo card) from the Info Booth, which contained clues leading them to five hand-picked food stalls. After purchasing and tasting the secret foodie item from each stall, they’d receive a stamp. Completing 3 items in a row (Bingo!) earned them a chance to win a $50 food voucher.
Importantly, we didn’t name the stalls publicly. Instead, we relied on subtle social media clues and third-party hints to spark curiosity and build momentum.
Using ManyChat to Fuel the Fun
To amplify the experience and reduce friction, we turned to ManyChat - an automation tool that lets you deliver information through Instagram and Facebook Messenger based on keyword triggers.
We posted a teaser on Instagram inviting users to comment “SECRET” to get more info about the tour. Using ManyChat, we instantly replied to each comment with the foodie tour passport, clues, and event details - without having to manually respond to over 110 commenters.
Not only did this save hours of admin time, it meant our audience could get immediate info - even after hours - without needing to click away from their feed.
The results?
110+ Instagram comments per post using the keyword trigger
204 direct visits to the digital foodie map
Enthusiastic post-event feedback like:“I loved the bingo/scavenger hunt! So much fun! Beautiful event, thank you for hosting.”
Why Gamification Works
Gamification is the use of game elements like challenges, rewards, and progress tracking in non-game environments. It’s a powerful tool for creative businesses, especially at events where emotional engagement and memorable experiences matter.
Here’s what it delivered for us:
Longer engagement: Visitors lingered longer to complete the challenge.
New customer traffic: Vendors reported seeing faces they hadn’t reached before.
Stronger brand connection: Completing the passport created a sense of achievement and delight.
This wasn’t a high-tech setup. Just printed cards, rubber stamps, and some clever messaging.
The Takeaway for Creative Businesses
Gamification doesn’t need to be complicated or expensive. Whether you're a maker, designer, or food vendor, you can borrow this playbook and adapt it to your business:
At Markets or In-Person Events
Treasure hunts across your stall
Bingo cards with tasks like “Tag us in a story” or “Bring a friend”
Mystery product bundles or quizzes with small prizes
Online & Social Media
Use tools like ManyChat to automate delivery of clues, discounts, or giveaways
Instagram polls as “choose your own adventure” experiences
Secret words in newsletters that unlock special offers
Story-based games or puzzles to build hype for a product launch
These ideas are simple, scalable, and designed to deepen your connection with your audience while driving measurable results.
What’s Next?
The success of the Secret Foodie Tour showed us that great engagement doesn’t require a huge budget - it just takes a great hook and smart tools. We’re now exploring future gamified campaigns for both in-person and digital experiences, including:
Lead generation through interactive stories
Mailing list signups via playful automations
Mini education quests for stallholders
If you’re part of the Creative Business Community, this is your nudge to experiment. Add some play into your next campaign. Use tools like ManyChat to make it seamless. Because sometimes, the best way to market... is to make it a game.