Case Study
How Royal Bank of Canada (RBC) generated over 33,000 entries for its On Campus program through gamification
To support students during the pandemic and promote its On Campus program, RBC launched the Mission Tuition virtual scavenger hunt — an interactive experience that mimicked exploring a real campus, offering trivia, games, and prizes, all leading up to a $6,500 grand prize.
Problem
With campus life disrupted and in-person engagement limited, RBC needed a way to connect with students, raise awareness of its RBC On Campus locations, and offer value in a format that matched their digital-first habits and financial concerns.
Solution
WILY created the Mission Tuition virtual scavenger hunt, allowing students to select their school and explore simulated campus locations through games and trivia, earning entries toward the $6,500 grand prize and unlocking instant-win rewards.
The experience culminated with a visit — virtual or in-person— to their RBC On Campus branch, successfully blending digital engagement with real-world foot traffic at key student-focused locations.
41,817
Total unique visitors
33,029
Number of entries
18,400
Total prizes redeemed
