What can News Media learn from putting $100.000 in the middle of the Norwegian woods

In the ever-evolving landscape of digital media I still believe that user engagement is paramount. It's not just about capturing attention anymore; it's about fostering genuine interaction and participation. One innovative company, Horde from Norway, has taken an unconventional yet wildly successful approach to engagement through their Hordejakten initiative, and it holds valuable lessons for the news industry.

Hordejakten: A New Frontier in Engagement

Horde, a Norwegian financial management app and a good childhood friend of mine who works there, Ole Vegar Pedersen , launched Hordejakten, a treasure hunt where participants vie for a substantial cash prize (1.000.000 NOK or 100.000 USD) hidden in the Norwegian wilderness. The twist? Clues and hints are disseminated through the Horde app and newsletter, turning the hunt into a captivating, real-world gamified experience. Me and my wife got completly hooked on this and followed this constantly to find qlues.

Lessons for News Outlets

This unconventional approach isn't just a gimmick; it's a masterclass in user engagement strategy that news outlets can learn from:

1. Driving Newsletter Registrations

Hordejakten incentivizes users to sign up for their newsletter by offering exclusive hints and clues. News outlets can adopt a similar strategy by offering valuable content or exclusive insights to newsletter subscribers. What I have learned from my time in Piano is that registered users are 45% more likely to subscribe, highlighting the importance of this initial engagement step.

2. Increasing Content Consumption

Engaged users consume more content. By gamifying the news experience, outlets can capture and retain user attention for longer periods. Hordejakten participants were immersed in the hunt, eagerly consuming clues and updates, translating into increased interaction with the Horde app and newsletter.

3. Leveraging Gamification for Conversion

Gamification isn't just about fun; it's a powerful tool for conversion. Just as Hordejakten spurred increased app engagement, news outlets can leverage gamification to drive subscription revenue. Take the example of Fantasy Funds from Norkon and my good friend Birger Soiland , a live stock market game that educates users about portfolio management. By making learning fun and interactive, Fantasy Funds attracts a diverse audience, including younger demographics and women.

4. Importance of Content Format and Delivery

Content format and delivery play a crucial role in user engagement. In the digital age, audiences crave dynamic and visually appealing content. Incorporating video content, for instance, can significantly enhance user experience and engagement. Platforms like Arc XP provide news outlets with robust content management solutions, enabling seamless integration of various multimedia formats, including video. By leveraging video content, news outlets can captivate audiences, convey information more effectively, and drive deeper engagement.

The success of Hordejakten's gimmick was so profound that Horde has decided to launch a new hunt today. This decision underscores the effectiveness of the gamified experience in driving user engagement and conversion. News outlets can draw inspiration from Horde's innovative approach, leveraging gamification to captivate audiences, increase interaction, and drive revenue. By embracing gamification as a strategy, news outlets can transform the way users interact with and consume news, creating more immersive and rewarding experiences for all.

And who knows, maybe Norwegians just have an innate love for traipsing through the woods in search of hidden treasure! This novel approach not only drives engagement but also fosters a deeper connection between users and the brand, establishing a loyal and dedicated audience base.