🎮 How La Clairière Turned Instagram Engagement Into a Weekly Game (and Growth Engine) with BackRoom

Every weekend, the Instagram page of La Clairière — the iconic open-air club run by Paris Society — becomes a playground for its community.
The goal? Reward the most loyal fans and boost organic reach — no ads, no friction, just pure engagement.

And the results speak for themselves.

🌿 Context: Summer in Full Swing

As the summer season kicked off, Paris Society wanted to strengthen the bond with their Instagram followers — but without relying on ads or giveaways that feel forced.

Instead, they aimed to gamify community engagement, creating a loop where fans come back, interact more, and feel truly connected to the venue.

That’s where BackRoom came in.

🎯 The Game Plan: Interact, Check Your Rank, Win Tickets

Each week, a simple yet addictive gamified system is launched on La Clairière’s Instagram:

• 💬 Fans earn invisible points for interacting (comments, tags, shares, reactions)

• 📩 They can DM the word “SCORE” to the account and instantly receive their ranking

• 🏆 The Top 3 fans win 2 guest list spots for the next weekend at the club

• 🔁 Every Monday, the leaderboard resets, and the game begins again

All of this is fully automated by BackRoom: the DMs, the scoring, the responses, the reset — no manual work required from the team.

📈 The Results

• 💬 Comments and reactions tripled on key posts

• 📩 Hundreds of fans DM “SCORE” every week

• 🔁 Weekly engagement cycle = fans come back every Monday to re-enter the game

• 🚀 Strong, measurable organic growth of the account — with zero ad spend

And most importantly:
Zero effort for the team at La Clairière.
BackRoom handles it all — like a CRM and automation engine built for Instagram.

🤝 From Audience to Ambassadors

What we’re building together with Paris Society, La Clairière, Florian Nicolai and Louis Elalouf is more than a one-off activation.
It’s a new way to think about Instagram as a performance channel:

• Community-led

• Automated

• Reward-based

• And built for long-term growth

When engagement becomes a game, your fans become your best growth team.

🚀 Want to launch something like this for your venue, festival, or brand?

👉 Discover BackRoom
Turn your community into your most powerful acquisition channel.