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Case 12 · Attention
The brand's first AR game, promoted on five channels: Google led on clicks
45,937clicks from Google, at a 2.2% click-through rate
- Client
- Malt Beverage Brand
- Campaign
- Augmented reality game
- Market
- Trinidad and Tobago
- Period
- October 25–December 15, 2024
- Channels
- Google, Meta, Reddit, TikTok, programmatic
The brief
What the campaign had to do
- Goal
- Awareness of the AR game, with a link to sign up on the game portal
- Audience
- Gamers in Trinidad and Tobago, and parents of pre-teens and teenagers
- Channels
- Google, Meta, Reddit, TikTok and programmatic
- Period
- October 25–December 15, 2024
- The game
- Five levels, one for each of the brand’s characters
- My role
- Paid media strategy and execution
The results
What it delivered
| Channel | Impressions | Clicks | Click-through rate | Click-through rate, to scale |
|---|---|---|---|---|
| 2.105M | 45,937 | 2.2% | ||
| TikTok | 15,287 | 141 | 0.9% | |
| Programmatic | 61,769 | 340 | 0.55% | |
| 421,910 | 1,698 | 0.40% | ||
| Meta | 4.27M | 6.2K | 0.15% |
The game
Five levels, one for each character
- Level 1Playground
- Level 2Sports Center
- Level 3Forest
- Level 4Boutique
- Level 5Classroom
Under 10MB a level. Each level had to feel rich enough to show its character's personality, yet stay under 10MB so the web game wouldn't crash or glitch. Players race the clock to collect as many bottles as they can, with less time at each level.
Learnings
Platform learnings
Strong engagement
The AR game drew strong overall engagement, and Instagram showed the strongest growth in visibility and reach.
Trailer and carousel
The first video trailer and the game carousel were highly effective at driving people to the game.
TikTok for reach
The TikTok influencer campaign was successful for reach.
Google for clicks
Google led on volume of clicks: 45,937 at a 2.2% click-through rate.
Figures come from the campaign's own reporting: The 2024 AR game case study. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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