Hasbro is a global play and entertainment company committed to delivering immersive brand experiences for global audiences through consumer products. Known worldwide for its toys and games, entertainment, and gaming; Hasbro wanted to drive awareness around Nerf Elite 2.0 Eaglepoint across Belgium and the Netherlands. By partnering with the Digital Turbine team, audiences were able to engage with the product in gamified and entertaining opportunities of the mobile gaming industry.
The Nerf Elite 2.0 Eaglepoint has a detachable scope and barrel, so consumers can create different styles of blasters for Nerf battles. It stands out with its main blaster, attached to the scope for better aiming, and ready-to-use barrel for long-range blasting. The rotating magazine of Eaglepoint is able to fire 8 darts in a row and then quickly reload from the internal 8-dart dart storage chamber. The dart-blaster is easy to modify and has a firing range of 27 meters, for any mission or battle with the 3 tactical accessory rails on it. To fit all those in a 30-second gamified video was the biggest but not impossible challenge for the DT Creative Labs team.
About the Campaign
Hasbro knew that the best way to promote a toy blaster was through mobile games and gamified advertising technology. Hasbro's primary goal in this campaign was to interact with its target audience, by giving viewers an opportunity to experience the Eaglepoint in a gamified way. Mobile games were the first platform to come to mind in terms of reaching the target audience. Together with Digital Turbine, Hasbro created a game inside the advertisement to go beyond the video ad limitations.The ad let audiences engage with its iconic dart blaster during the video itself through premium DT Creative Labs features designed by Digital Turbine’s own in-house team. The campaign reached a significant number of mobile gamers across top related gaming apps and successfully increased purchase intention thanks to Digital Turbine’s dedicated creativity.
How did it work?
Hasbro’s Nerf Elite Eaglepoint campaign challenged users’ blasting skills by creating a dart game across digital touchpoints. The campaign reached out to its target mobile gamer with highly engaging and innovative products of Digital Turbine including Gamification Dynamic End Card that showcases features of the Eaglepoint after the game.
After the energetic 15-second video ad, users are directly invited to play the dart blasting game that feels like using Eaglepointin a digital environment. Users were able to tap their screens and fire the darts in a 15 seconds timeline with only 3 lives. With this gamification structure, users were able to challenge their shooting skills by tapping features to score the highest score in a limited time thanks to gamified Dynamic End Card execution created with supply inventory provided by Digital Turbine’s integrations by mobile game developers.
After engaging with the branded game, users were able to learn more about Nerf Elite 2.0 Eaglepoint and were invited to purchase it by CTA buttons. Implementation of the Eaglepoint product to the game and Dynamic End Card successfully let users interact with the ad in the best way possible.
Campaign Results
The well-executed ad journey delivered a fantastic user experience, and thanks to the outstanding campaign execution with the gamified mobile ad unit, Hasbro’s Nerf was able to achieve incredible results.In both regions where the campaign ran, the highly interactive mobile ad garnered a video completion rate of almost 96% (higher than its 80% industry benchmark) which has led to over 525K total delivered impressions.Arcade category mobile games offer smoother gameplay experiences and their level design encourages the users to watch more ads since their gameplay experience mainly relies on passing the levels and earning more rewards. Moreover, these games perfectly fit the campaign’s audience as they are all played by young children and reached a 98% video completion rate in Dragon City and Klondike Adventures games respectively.
In terms of engagement metrics, total DEC engagements achieved over 184K engagements leading to an average of 36% rate that performed above its 30% benchmark. Overall total DEC views reached over 506K users which summarized the success we have achieved!
The campaign results were also measured by the independent ad measurement company MOAT. According to the MOAT analysis, the Valid & Viewable, and In-View Measurable rates reached 99.2%. which proves the campaign was delivered to users successfully.
About Hasbro
Hasbro, Inc. is an American multinational conglomerate with toy, board game, and media assets, headquartered in Pawtucket, Rhode Island. Hasbro owns the trademarks and products of Kenner, Parker Brothers, and Milton Bradley, among others.Join the ConversationOur Creative Showcase examines what makes top-performing mobile ad creative successful.
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