Austria Tourism: Boosting Awareness and Engagement through Gamification

Brief

How Gamification increases Awareness and Engagement

Objectives

Awareness & Engagement

What we ran

The centerpiece of the campaign was an interactive sledding game ad. Users guided a sled down a fast-paced downhill track, discovering the diversity of Austria’s winter regions in a playful way, from skiing fun and culinary highlights to adventures beyond classic winter sports. The campaign was delivered 100% cookieless and achieved broad reach across leading premium media brands. AI-powered contextual matching ensured that ads were served exclusively in brand-relevant environments. Austria Tourism continued its image campaign “Austria is just Lebensgefühl,” originally launched in spring, now with a focus on experiences during the winter season. The goal of the campaign was to increase awareness for winter holidays in Austria while generating strong engagement with the content. Instead of relying on traditional advertising formats, an interactive gamification ad was designed to make the diversity of winter activities in Austria’s winter regions, both on and off the slopes, playfully tangible and engaging.

Outcome

The game successfully conveyed Austria’s unique winter lifestyle in an entertaining way, generating high attention and strong interaction with the content. The collaboration was seamless from start to finish - from the development of the gamification concept and production to the delivery in brand-safe environments. The strong engagement results speak for themselves, and a continuation of the gamification campaign is already in the works., Marlene Rüegg, Online Marketing, Austria Tourism Switzerland

Share of Screen

90%

Engagement Rate

11.13%

CTR

1.78%

Brand Lift

+22%