Combining Interactive Ads with Brand Integrations for Higher Brand Awareness

The Overview

Kellogg’s partnered with Activision Blizzard Media to drive brand impact for Pringles. By providing players with a gamified and rewarded ad experience, Pringles was able to drive upper-funnel brand lift among a highly engaged audience in a premium, brand-safe environment.

The Goal

Drive top-of-mind awareness and purchase intent for Pringles.

• Campaign Dates: April - May 2022
• Creative Format: Playables and Brand Integrations
• Market Measured: Germany
• Inventory: King Games

The Solution

The campaign featured a Match-3 Playable and a Brand Integration that rewarded players. The creative ads provided an interactive opportunity for users to play a game, as well as offering a more unique gifting experience vs. the standard Rewarded Video. The Match-3 Playable ad, on its own, drove a significant full-funnel lift across both Awareness and Purchase Intent. Additionally, the Brand Integration drove incremental impact and expanded campaign reach. As a result, Pringles saw tremendous success across all measured brand metrics.

The Results

The Playable and Brand Integration were highly successful for Pringles, delivering Viewability and Completion Rates that exceeded industry norms.

The Success

The Pringles campaign was a huge success. Layering the Match-3 Playable with a Brand Integration produced a combinatorial effect that drove incremental impact across all three metrics.