OMD: Enhanced Ad Recall Thanks to Gamification Approach

Brief

The new Spicy McCrispy from McDonald’s is not only a culinary highlight, but also the star of an innovative advertising campaign. The goal was to generate widespread awareness of the fiery burger across Switzerland. Users were to be actively engaged, with the new burger presented in a playful and creative way.

Objectives

Increase Ad Recall for a new product

What we ran

Using a gamification approach, users were engaged in a highly attention-grabbing way and invited to interact. At the heart of the campaign was the playable ad “Catch the Chili!”: To learn more about the Spicy McCrispy, users had to quickly catch the chili pepper among various vegetables.The campaign was delivered with maximum reach via 100% cookieless delivery on Switzerland’s most well-known media brands. In addition, AI-based contextual targeting ensured that the campaign appeared exclusively in brand-suitable environments on news sites.‍ The new Spicy McCrispy from McDonald’s is not only a culinary highlight, but also the star of an innovative advertising campaign. The goal was to generate widespread awareness of the fiery burger across Switzerland. Users were to be actively engaged, with the new burger presented in a playful and creative way.

Outcome

The Spicy McCrispy campaign achieved both exceptionally high attention in brand-suitable news environments and broad reach thanks to cookieless delivery. Thanks to the gamified advertising and AI-optimized environment planning by C Wire, we reached our target audience in a personal and highly attention-grabbing way. It’s unique, and it works without cookies., Alexander Schmitt, Managing Director

Game start rate

1.36%

Time on screen

12 sec

Brand Lift

+11 points

Share of screen

90%