St. Patrick's Day Wheel Of Fortune
- Brand
- Ooni
- Year
- 2024
- Objective
- Awareness
- Industry
- Food & Drink
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- Playable
Objective
Ooni wanted to turn website visitors into qualified leads — capturing first-party data and marketing opt-ins more cheaply than a standard unbranded campaign, while learning how each visitor actually cooks (how often, what heat source they favor) to feed later email and remarketing sends. The two seasonal launches carried their own angle too: pitching the oven as a Valentine's gift, and leaning into St Patrick's Day luck to drive traffic and sales.
Solution
Traffic lands from a Meta ad onto an invite screen, then straight into the game. For Valentine's Day, players answer a short round of questions about how they cook, and the quiz matches them to the Ooni oven model that suits them best. For St Patrick's Day, they spin a wheel drawn as an Ooni oven itself, with its chimney doubling as the pointer, for a shot at a discount. Either way the session ends on a result screen revealing the prize — a €20 or €40 voucher toward an oven, or a free recipe e-book as a consolation prize — which players claim by leaving their email and marketing consent. Once the seasonal campaigns wrapped, Ooni kept players coming back with the same quick-session format running always-on: a pizza trivia quiz, an ingredient-matching shooter, and a catch-the-falling-pizza game.
Results
The St Patrick's Day campaign brought in leads at a cost 20% below Ooni's company benchmark. Its Meta ads drew a 5.02% CTR in the US and 2.53% in Ireland, well above the platform's estimated 0.90% average. Participants spent an average of 2 minutes 56 seconds per session with the brand, adding up to 148 hours of engagement in total.
- 1
A St Patrick's Day promotion opens on a themed landing screen inviting the player to spin a wheel for a prize.
- 2
The wheel is styled as an Ooni pizza oven, with the prize circle spinning around a pointer shaped like the oven's chimney; the player triggers the spin and watches it slow to a stop.
- 3
The wheel lands on a reward: a €20 or €40 voucher toward an Ooni oven, or, for non-winners, a consolation recipe book.
- 4
A winner screen displays the result, and the player submits contact details and marketing consent to claim the voucher or recipe book, completing the lead-capture flow.
- 5
A separate Valentine's Day campaign, "Finding your perfect Ooni match," opens on an invitation page framing itself as a matchmaking quiz for pizza ovens.
- 6
The player answers a short series of questions about intended use, such as cooking frequency and preferred heat source.
- 7
The quiz concludes by matching the player to a specific Ooni oven model as their "match," paired with a Valentine's-themed gift offer and a link through to that product.
- 8
In an always-on shooter, the player shoots down pizza ingredients as they fly toward their Ooni oven, preventing them from landing.
- 9
In an always-on catcher game, the player moves an Ooni oven left and right to catch falling pizzas while avoiding ones topped with pineapple.
- 10
An always-on trivia quiz asks the player pizza-related questions and shows a result at the end.
