#nutella4babbo Christmas Twitter Game

Objective

Nutella sought to create a standout Christmas campaign in the Italian market by driving engagement and sales through interactive storytelling. The brand aimed to break through traditional holiday advertising noise with a playable, social-first approach that encouraged active user participation during the peak seasonal period.

Solution

The campaign featured an interactive Twitter game built around a Santa character searching for a lost jar of Nutella, assisted by two helpers: Penguin and Elf. Players engaged via Promoted Tweets displaying multi-image cards that they tapped to expand and reveal images in order to answer riddles. The game rewarded participation with animated GIF cards, with all activity organized around the hashtag #nutella4babbo. The mechanic combined gamified puzzle-solving with social sharing, turning users into active collaborators in the narrative.

Results

The campaign achieved a 19.7% engagement rate with 92,000+ total engagements during the Christmas period, demonstrating significant seasonal traction among Italian Twitter users.