Chocolates galore, gyroscopic sensors, and 16X higher engagement rate; Singapore users enchanted with gamified ad for Wonka
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about Wonka
The film ‘Wonka’ brings with it, a legacy in the form of children’s books, live-action films and animation. The enigmatic, whimsical musical, ‘Wonka’ is the prequel to the iconic ‘Charlie and the Chocolate Factory.’
what Warner Bros. Discovery wanted
To promote the film by leveraging innovative ad solutions and interactive sensors, that can drive awareness and traffic for the film’s release.
To leverage the familiarity that the audience has with the main character, to drive excitement for the prequel film - ‘Wonka.’
To create a highly-engaging experience using three immersive user journeys, and capture the audience’s attention by making them part of the story.
mCanvas’ branding solution
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secondary: males, 13-44 years old
appographic: all apps with focus on entertainment, food, e-commerce
how the campaign was executed
By leveraging mCanvas’ interactive rich media ad formats, using gyroscope and screen touch sensors within the ad creative, drove traffic to landing page.
Offering a choice between three chocolates, users were taken on unique journeys that leveraged three immersive sensors - shake, move phone up, and draw in the air - to create chocolates like Willy Wonka.
Bringing the magic of a cinematic blockbuster to mobile devices by incorporating dynamic graphics, intriguing copy, and engaging storytelling to communicate the campaign message and promote the film.
execution
The expandable began stating "Willy Wonka is the best chocolatier in the world" setting the context. Users were prompted make one of Willy Wonka’s creations by tapping on "Let's Go" and choosing from 3 chocolate options.
Journey 1 – On choosing the 'Silver Lining' chocolate, users were asked to shake their phone, causing a lightning ray falling into the cloud, creating a sense of positivity. This chocolate promised to give the eater a ray of hope.
Journey 2 – Dubbed the 'Hoverchoc,' this green fortune-cookie-like chocolate prompted users to move their phones upward. Once done, the chocolate floated in mid-air, defying gravity, offering the user a delightful sensation of weightlessness.
Journey 3 – For the 'Giraffe Milk Macaron,' users were asked to draw a circular shape in the air with their phones. Then, the mottled giraffe-shaped cookie appeared to float up, boosting the eater’s confidence, making them feel ten feet tall.
After each user completed their respective journey, they would land on a closing screen of the 'Wonka' poster. The CTA: WATCH TRAILER directed them to a dedicated landing page, tailored for both pre-release and post-release phases of the movie.
see the results for yourself
1 Mn
7.5 secs
5.6%
16 times higher than industry benchmarks
5.2%
>8 times above industry standards
MOAT by Oracle
60.83%
on Screen %
impressions where at least 1 pixel of the ad was in-view with focus
64.44 %
In-View %
unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second
78.36 %
Fully On-Screen %
impressions where the ad surface was 100% on-screen for any period of time
-50.00 %
IVT %
unfiltered impressions that were determined to be delivered to an invalid endpoint
campaign performance data
top 5 devices as per engagement
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awards
Gold won at DIGIXX 2024
in Experiential category: one-off branded event excellence for user experiences in the digital space.
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