GumGum drove site traffic for New York Pizza utilizing custom gamification high impact units

Food & Drink
The GumGum Team on retreat in Ojai


New York Pizza launches a new assortment of pizza every quarter and their agency, Netprofiler tapped GumGum to help drive awareness of these new flavors amongst their key target audience.

Illustration of GumGum x JW Player Methodology

Methodology & Strategy

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.

Performance & Results

GumGum drove significant engagement numbers for New York Pizza

1.9x higher than GumGum's benchmark
of users exposed who started the game, completed it
of users played the game multiple times
Game starts
Return on Investment
Average time spent with Desktop Skins
1.16x higher than GumGum’s benchmark


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.

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