GumGum collaborated with New York Pizza and its media agency to elevate brand visibility and boost consumer engagement through a gamified digital experience tailored.
Targeting a specific demographic—young professionals, students, young families, and gamers—the campaign’s primary objective was to introduce New York Pizza’s latest flavor profile in an interactive, memorable way.
By integrating gamification into the advertising strategy, GumGum aimed to move beyond traditional ad formats and connect with the audience on a deeper level, enhancing both awareness and consideration.
With the rise in digital engagement and the appetite for interactive media among a younger audiences, this campaign positioned New York Pizza as a forward-thinking brand that understands and responds to modern consumers’ desire for engaging, hands-on experiences.
The ultimate goal was to create a unique, impactful interaction that would stay with users beyond a standard display ad, fostering positive brand association and driving meaningful engagement.
The New York Pizza campaign leveraged GumGum’s proprietary “Skins” format, a highly engaging display option designed to integrate seamlessly with the surrounding publisher content. The ad itself took the form of an interactive pizza-slicing game, where users were challenged to cut the correct ingredients to assemble a specific New York Pizza.
This dynamic ad format was strategically selected for its ability to captivate audiences and encourage interaction, making it more effective than standard non-interactive display ads.
The ad was deployed across carefully chosen media touchpoints to maximize visibility without detracting from the user’s experience.
GumGum’s contextual intelligence platform, Verity™, ensured that the game was served in relevant contexts to the target audience, aligning the campaign’s message with content that resonated with the intended demographics. This relevance-driven approach increased the likelihood of engagement, making each interaction more impactful.
This campaign serves as a benchmark for effective, user-focused advertising in the digital landscape.
Reaching the audience without disrupting the user experience was key, and the campaign achieved this by carefully blending the brand’s message into an interactive, gamified setting.
Result : a highly effective campaign with an average dwell time of 42 seconds (a strong level of user engagement vs traditional display ads).
23% of ROI, which demonstrates the business impact of an innovative format.
Strong defining aspects of this case :
The success of the campaign highlights the importance of aligning creative strategy with the chosen media format to create a truly immersive ad experience.
As consumers increasingly seek personalized, interactive experiences, GumGum’s approach demonstrates how brands can adapt to these preferences, offering a glimpse into the future of digital marketing