Ever notice how Marketing and Sales are usually the only ones hyping up your big events on social media? What if you could get your entire company—yes, even Engineering and Support—actually excited to promote your flagship event?

This playbook, shared by Michael from Tackle.io, shows you exactly how his team gamified their Cloud GTM XP event promotion (hosted on Goldcast, naturally), and turned their entire organization into a registration-driving machine, creating cross-functional collaboration while building event buzz.

• Increased registrations
• Simplified tracking for real-time optimization
• Stronger cross-functional collaboration and team morale

Start by organizing your company into cross-functional teams. Tackle created 10 teams of 14-15 people each, deliberately mixing departments so no single team had an unfair advantage. They also ensured each team had at least one marketer who became their "hype person" and content champion.

Set up your reward system. Keep it simple but motivating. For this initiative, Tackle offered the following prizes: first place gets $100 per team member, second place gets $50, and third place gets $25.

Create a dedicated Slack channel for each team where they can share content, track progress, and keep energy high, plus a company-wide #linkedin channel where anyone can share their posts for broader support. When someone posts, they can share it in both channels. This setup gets people genuinely excited to cheer on their teammates, and creates some friendly competition that drives results. Teams can track everything in real-time (more on that later) and celebrate wins publicly. When people see their team moving up the leaderboard, they'll naturally want to contribute more.

Let's face it: if someone from engineering has never written a LinkedIn post about a company event, they're probably not going to start now. So make it ridiculously easy for people to participate.

Build a shareable doc with multiple versions of every promo post. For instance, when you're ready to announce speakers, create different versions of that announcement post and include all the copy, images, and even suggested posting days.

Set up unique UTMs for each team that will track registrations back to the source. Again, the key is making participation as frictionless as possible. People should be able to grab pre-written content, add their team's UTM link, and post without thinking.

💡 Pro tip: For some of their promo emails, instead of having them come from “Tackle Marketing”, they had Account Executives send them in a 1:1 format that felt way more personal. Better open rates, too!

Here’s the game-changer: when someone registers for your event using a team's link, it flows directly into your marketing automation platform. Tackle uses Marketo, which then speaks to Salesforce. Everything ran smoothly and they had access to a live leaderboard showing real-time team standings that updates automatically.

No manual reporting, no spreadsheet nightmares, just clean data that shows exactly which teams are driving results. People can check their progress anytime, and celebrate wins in real-time during weekly huddles.

💡 Pro tip: Goldcast also offers Slack integration where you can get instant notifications directly in your team channels when people sign up using their links. It's like getting a ping every time you score a point.

😜 Fun little spoiler: Michael's team was in second-to-last place most of the time, but managed to pull a really strong finish and ended up in second place! Amazing! 🏆

The cross-team support is what really makes this work. Tackle was able to drive 167 additional registrants—about 20% of total registrations from this employee initiative.

But they didn't just drive event registrations. They rallied the entire company around one of their biggest marketing initiatives of the year. They amplified their message, created cross-functional collaboration, and boosted productivity.

Your flagship event deserves more than just the marketing team's LinkedIn posts. Turn your entire company into promoters, and watch both your registration numbers and team spirit soar.