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Wheat Thins doubles industry engagement rate benchmark with HTML5 maze game

Opera Mediaworks and Mondelēz partnered with Celtra to bring Wheat Thins Toasted Pita Crackers to life by creating an addictive rich media game that drove consumer interaction with the brand.

 

Campaign Objectives

Mondelēz just launched and wanted to promote the new snack brand Wheat Thins in a fun and engaging way. The focus of the creative needed to be on the chip itself, with a nod to the fact this was meant for using with a dip.

Snacks are initially associated with fun and free time. That is why Opera Mediaworks and Mondelēz partnered with Celtra to bring Wheat Thins Toasted Pita Crackers to life by creating an addictive rich media game that drove consumer interaction with the brand.

The main goal of the campaign was to get users to engage with the game and not only see the ad but also spend time actively engaging with it on mobile devices.

Idea & Execution

The client was a big fan of the gyroscope functionality on the mobile device, and knew that they wanted to make use of this mobile-specific gesture in their ad in a unique and relevant manner. Based on the functionality, we played around with different ways to showcase the chip and the act of dipping, which led us to create a maze game.

The idea was for the user to engage with the brand by moving their mobile device, which would then create a reciprocated action on the chip using the gyroscope functionality of the phone. The objective of the game was to get the chip into the dip.

The game was a custom made HTML5 solution built on AdCreator platform that ran seamlessly on all devices and enabled the brand to connect with their fans in a unique and engaging way.

Campaign Success

This catchy campaign with gaming elements performed strongly across several key metrics, specifically engagement levels.

  • Users spent quality time within the maze game, helping to boost engagement.
  • Average time spent was 10 seconds
  • With total engagements over 2700 taps, engagement rate was over 20% – 2x greater engagement than established industry benchmarks
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