The pizza chain’s campaign replaced traditional ads with trivia questions before showing a 10-second product promotion
Samsung Ads, Domino’s Pizza and Havas have released results of the first European advertising campaign to use Samsung Ads’ GameBreaks ad unit, which replaces the conventional ad with a trivia quiz or game.
The Domino’s campaign presented viewers with a pizza-related trivia question along with a multiple choice of four possible answers. Viewers select their answer using the TV’s remote control, with an onscreen message telling them if they were right or wrong.
The quiz was followed by a 10-second section promoting Domino’s Ultimate Gunpower Chicken pizza.
Samsung Ads, Domino’s and Havas say the campaign delivered an engagement rate of 3.84%, and a “31% uplift in brand consideration”.
A recent survey by MediaScience in the US also found 89% of viewers preferred GameBreaks over traditional commercial breaks. The service launched earlier this year, initially in the US and Canada, before rolling out to the UK over the summer.
Advertisers can customise trivia questions, themes, and design elements within GameBreaks ads to align with campaign goals.
Harry Packshaw, head of AV at Domino’s media agency, Havas, said: “Domino’s has always been something of a crowd-pleaser and this impacts consideration which, in turn, impacts purchase intent. There’s a lot of data to show how gamification moves the dial on brand metrics so it was no surprise to us to see that the campaign was so warmly received and performed so well.”
Lauren Barnett, head of UK sales at Samsung Ads, added: “Interactivity is at the heart of CTV, so there’s no reason why the ads should not also embrace the idea. We’re delighted, though not surprised, at the success Domino’s have seen with their GameBreaks campaign and we look forward to working with them on more in the future.”
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