LinkedIn PwC Case Study: Lessons of the connection game

PwC, one of the ‘Big 4’ in accountancy, tax and financial consulting, used a LinkedIn API to test how well the firm’s clients and employees really knew their networks — and prove the value of deeper relationships. Digital agency LBi created a social media game, “Raad de Relatie” (Guess the Relationship), which quizzes players about how well they really know their LinkedIn connections, asking them to identify different contacts from their experience, skills and expertise. More than 13,000 people played the game with the average visitor playing three times. Sharing of the Game via updates on LinkedIn delivered an additional 845,000 impressions, with Twitter updates adding another 455,000. “This was a really unique way of spreading awareness around our brand and at the same time showing that we are an innovative company,” said Jacqueline Marell, Digital Marketing Manager, PwC Netherlands. “We proved to our clients that we think relationships are important — and it helped our internal organization learn more about the importance of a network like LinkedIn for deepening our relationships. And last but not least, it was fun to create such a new way of campaigning.”


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