The game “Mario + Rabbids Sparks of Hope” was developed by Ubisoft exclusively for the Nintendo Switch and was highly anticipated by game fans, mainly because it is a sequel to the crossover between the two companies that began with the “Mario + Rabbids Kingdom” franchise. Battle”.
Presenting the launch and the characters in an attractive way with the aim of generating interest in the gamer community, in addition to stimulating interaction with the game and improving the user experience with engaging formats were the challenges brought to this campaign.
MGID’s solution was to create interactive formats with rich media ads with native placement as a way to encourage users to explore the drag and drop features to find out about what’s new in the game.
The pieces highlighted the game’s characters and settings in an attractive way, which was one of the main novelties of the franchise, since there was a lot of public curiosity around which heroes would be addressed in the story.
According to Fernanda Acacio, CEO of MGID in Brazil, consumer attention is currently being intensely disputed, and therefore it is necessary to offer a native format that stands out from the competition. “Our Rich Media interactive formats increase engagement and, consequently, brand awareness among the target audience, reducing wasted investments and increasing the ROAS of campaigns. With engagement rates up to six times higher than static display ads, the solution is more effective at capturing audience attention and ultimately increasing advertising impact.”
In order to integrate with the behavior of game fans, who usually consume reviews about releases, one of the advertisements creatively mixed quotes about the game with images of the heroes of the galactic adventure in the format
Carousel Video Box. In the Flip Parallax format, in order to discover the “dream team” that would be in the game, the user needs to click on the creative so that its content is fully revealed.
As a result, during the month of November, the campaign reached more than 3.3 million impressions and 634 thousand interactions. We highlight the ad in the Carousel Video Box format – which featured phrases and images about the launch, in order to encourage the user experience – with 136.5% engagement.
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