The GumGum team worked with Netprofiler to develop a unique gamification built into our desktop and mobile skins units that allowed users to play a game while also learning about the new flavor options with NY Pizza. Users who reached a certain score had an opportunity to purchase at a discounted rate with one simple click. This click to site also helped boost awareness of the new pizza flavors.
The GumGum team built a targeting strategy powered by VerityTM that served the custom creative across content that best resonated with the brands younger audience. Throughout the campaign the GumGum team optimized based on VerityTM contextual insights to continue to boost overall performance.
GumGum drove significant engagement numbers for New York Pizza
Based on the number of users who played the game as well as those who visited the site after playing the game, this campaign exceeded all benchmarks. By adding an experience into the unit, users were more likely to engage with the ad and then take action after viewing the ad, NY Pizza saw a drop in bounce rate and the average duration spent on site went up over the course of the campaigns.