Advertising doesn’t have to be serious business. It’s not all about sitting still and watching a paid promotion by a sponsor. In fact – the right ad can actually be fun.
Our interactive canvas allows for a lot of flexibility in terms of user-driven storytelling. For more engaging experiences, some clients may opt for a quiz, or something akin to a microsite. But legacy fun-and-games brand Mattel opted for a different ad experience entirely. They turned their ad into a game!
The product: Crossed Signals. A reaction-based game that challenges users to take an action (moving the product up, down, or side-to-side) based on a set of directions given increasingly quickly. In order to highlight this product, we recreated the Crossed Signals experience right in our unit.
Users were able to take on the computer in a race to see who could correctly score seven points first. In addition to creating an engaging, memorable ad experience – the unit also served as a means of testing out the actual rules of the game. Almost like a free sample, placed right there in an ad.
Users came to play: we saw increases of 71% in Awareness, 43% in Familiarity, 35% in Consideration, 48% in Preference, and 76% in Intent.
