Domino's had sponsored The X Factor UK, and folllowing a series of successful activations via the official audience voting app in the previous year, sought to elevate this further for the new season.
The brief was to create a series of gamified ads to be served via the app, that would drive audience engagement and sales in a fun and accessible manner.
We created and delivered three mini-ames, served via a timed ad unit in the X Factor companion app during commercial breaks. Each game was built around a simple yet addictive mechanic playing on a pizza related theme. Completing each game revealed a voucher code redeemable for delivery orders.
Each game mechanic was built using a set of configurable parameters. This allowed gameplay to refined through extensive play-testing to drive the right balance between challenge and accessible fun.
