During the COVID-19 pandemic, the Finnish Ice Hockey League stopped playing and decided to create an esports tournament called the e-Playoffs for the fans. Grandiosa jumped in as a sponsor with a natural opportunity. Our idea was to let the fans also participate in the hockey atmosphere, so we created a minigame for them to play.
In the game, players controlled the Grandiosa goalie and collected Grandiosa pizzas and pucks, while trying to avoid tackling the referees. The game allowed the consumer to win movie codes and different hockey-related items. All main graphic items were hand-drawn for this campaign.
Our goal for the campaign was to increase fan engagement with Grandiosa. One of the key metrics was to have the consumer spend as much time with the brand as possible. The target was 2 minutes per consumer, and the results were 59% over the target at a whopping 3 minutes and 11 seconds spent per consumer.
Players were acquired through Facebook and Instagram marketing via our own social channels and paid advertising.
