Play meets a business goal

How brands turn play into action

Explore public campaigns: what people did, why it mattered to the business, and which ideas you can adapt for your next promotion.

Editorial analysis with sources. The featured brands are not presented as Tapmello customers.

Conceptual illustration of a pizza assembly game on a tablet beside a freshly baked pizza.

Product discovery

Domino’s Pizza Hero: when the product becomes the game

500,000+ downloads, 12 million virtual pizzas, and a path to ordering. What Domino’s Pizza Hero teaches a local pizzeria about branded games.

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Concept illustration of a shrimp game on a phone beside a blank coupon and a takeaway box.

New-product trial

KFC Shrimp Attack: the coupon is part of the game

What KFC’s Shrimp Attack reveals about the step from noticing a new menu item to using an offer. A practical game-and-reward plan for a food business.

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Conceptual illustration of an unbranded white knit shoe on a miniature track with clouds, hills and a finish arch; not the original Reactland installation.

Product discovery

Nike Reactland: make the product trial worth doing

Nike turned a shoe trial into a game. Explore the reported purchase result, its limits, and a practical product-discovery campaign for your own business.

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Conceptual illustration of a paper city map with a blue route from a phone to a burger kiosk and a blank ticket; not Burger King’s app.

Offers and purchase actions

Burger King Whopper Detour: an offer with a route to an order

Whopper Detour reported over 1.5 million app downloads and 500,000 redemptions. Explore the customer journey and an honest next-purchase adaptation.

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Conceptual illustration of a phone with a miniature football pitch, ball and goal beside a bowl of plain gold tokens; not the original adidas game.

Reward use and return visits

adidas adiClub: the useful result comes after earning the reward

An adidas football game connected play with reward use. Learn what its points figures mean and design a clear next-visit offer for your own customers.

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Concept illustration of a burger on a running-game path with mushroom obstacles and a stack of reward tickets.

Reward design

Wendy’s Smoky ’Shroom Sprint: a big invitation with a small prize pool

A new-menu runner, a limited prize pool and a useful distinction: returning to a game is not returning to a restaurant. Plan a repeat-visit offer that you can measure.

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Concept illustration of a garden on a smartphone, with vegetables leading toward a kitchen and a small straw figure.

Brand storytelling

Chipotle’s The Scarecrow: a brand story the player can act on

How Chipotle connected a fictional food world, player actions and an offer. Borrow the storytelling principle for a short, factual product quiz of your own.

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Conceptual chocolate path through three abstract browser-window frames, with an ice-cream bar in the foreground.

Brand experience

Magnum Pleasure Hunt: make the whole game feel like your brand

What Magnum Pleasure Hunt teaches about visual branding, collectible objects and designing a small promotional game that feels coherent.

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Conceptual retro television and phone, with red bottle-cap shapes flying toward the phone and an unbranded red can.

From attention to participation

Coca-Cola CHOK!: when the television advert became the game

How Coca-Cola CHOK! connected a familiar advertising placement with a reason to participate — and what a small business can adapt with a QR game.

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Conceptual exhibition scene with a black phone on a plinth beneath a paper arch shaped like an eye.

Product understanding

Samsung All eyes on S4: turn a product feature into a challenge

What Samsung and Swisscom’s attention challenge teaches about explaining a product feature — and a simpler quiz-based adaptation for an exhibition.

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