Tulip and gamification

Objective

Tulip, a Danish meat brand owned by Danish Crown Foods, needed to introduce a new ready-made pulled pork product for tacos into the Norwegian market. Facing intense competition in the food industry, the brand sought a cost-effective and engaging channel for direct consumer awareness and trial during the product launch phase, complementing traditional media.

Solution

Playable developed a Drop Game mechanic where players collected ingredients needed to prepare pulled pork tacos. The game's difficulty was deliberately balanced to sustain extended player engagement. The campaign offered a barbecue grill as a prize draw incentive. Danish Crown linked the game to relevant recipes, creating an integrated ecosystem that provided multiple touchpoints for consumer interaction around the product.

Results

The campaign attracted 7,000 unique participants and achieved an average engagement time of 4 minutes 46 seconds, exceeding the original 2-minute KPI target by over 2x. Gamification proved to be an affordable channel for sustained brand presence that traditional media could not deliver during the product launch phase.