Best Cases - Pac is back in Gameloft for brands playable ad PAC PEPPER
Click, swipe, tweet, post, stream, and share: it is hard to connect and communicate with your target audience in a world full of media noise and messages. It's even harder to ensure that your (potential) customers remember the key message you want to deliver. So how can advertisers make sure to create a deep connection with their customers? The answer is Gamification! Gamification allows brands to create an ad with which the user can interact and play.
The challenge
Dr. Pepper Germany wanted to engage even more with their audience and deliver an ad to interact with their consumers on mobile and create an overall reach for their herbal caffeine soda drink.
The solution
Gameloft for brands gamified Dr. Pepper's iconic soda and added another pop cultural star to it: Pac-Man. The playable ad "PAC PEPPER" was born – and all users were invited to "join the Pac." The German gaming community interacted through the playable ad with the brand and the brand's message in a non-intrusive and fun way. The users had to quickly collect all Dr. Pepper cans in a maze in 30 seconds without being seen or caught by the ghost. They also had to set high scores and fight their way through a strong field of participants. The game was controlled by swiping directly on the mobile screen. The more cans the player collects, the higher their reward was in the original game.
The results
'Pac Pepper' achieved an engagement rate of over 67 percent during the campaigns-period. Furthermore, the replay is another excellent indicator of a playable ad's success. In this campaign, the ad hit 1,200 replays - it shows how interested the users were in returning to the advertisement to interact with it again. In total, Gameloft users interacted 11,800 minutes with Dr. Pepper. PAC PEPPER used "classic" gamification tools to deliver a highly creative and memorable ad that users can identify with, benefit from and remember the brand and its core message.
For this campaign, the playable ads used elements of the brand (soda cans, tennis balls, spark plugs, coffee beans etc.), which were implemented in an entertaining and interactive gameplay. The interaction with the brand at the moment of the delivery offered an optimal result for smartphones and tablets. Playable ads can also be played and integrated on all other platforms and sites. The advantage with mobile devices is the tactile interface for interaction which is not possible on a TV spot or a print. The ad becomes tangible through the gaming elements; the customer becomes part of the storyline, and brands can offer a memorable experience for their audience.
A playable ad is one of the best ad formats to engage with customers delivering brands' messages in a fun and interactive way.
To learn more about playable ads and how to create a deep connection with your audience, contact us!
