Ooni

Objective

Ooni, a premium outdoor pizza oven manufacturer, sought to elevate customer engagement on its website and generate qualified leads through memorable brand interactions. The company aimed to improve marketing efficiency by moving beyond traditional digital tactics, collecting first-party customer data, and building deeper connections with prospective buyers during their decision journey.

Solution

Playable developed a series of branded gamification experiences for Ooni's website, launched across seasonal campaigns and always-on mechanics. The Valentine's Day campaign featured a personality test that matched customers to appropriate oven models based on usage frequency and heating preferences. The St. Patrick's Day activation used an interactive wheel-of-fortune game with creative design—the pizza oven's chimney served as the pointer—offering €20 and €40 vouchers plus a free recipe ebook as consolation prize. Three additional always-on games complemented the seasonal campaigns: an educational pizza quiz, a shooting game where players destroy ingredients before they enter the oven, and a drop game catching pizzas while avoiding pineapples. Gamification was embedded directly on Ooni's website and amplified through paid Meta advertising across US and Ireland markets.

Results

Ooni's St. Patrick's campaign delivered a 20% lower cost-per-lead compared to non-gamified campaigns. Meta ads achieved a 5.02% CTR in the US, significantly above the 0.90% industry average. Individual player sessions averaged 2 minutes 56 seconds, generating 148 hours of cumulative brand engagement.