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Great Experiential Marketing: Interactive Pictionary ad

By Joss Davidge

Creators of Pictionary, Mattel, turned an average day at the shopping mall into a day full of surprises for these shoppers in Canada.

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Toy maker Mattel aimed to re-spark the Pictionary craze with its interactive digital ad. The brand transformed what looked like a regular poster into a live game that challenged passers-by to Pictionary games and offered up larger-than-life prizes for the winners. 
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In the ad was a live Pictionary artist encouraging shoppers to play with him. Equipped with white board, pen and timer, he entertained passers-by by drawing his interpretations for participants to guess.

To end the game, winners were rewarded with gigantic and joyful prizes, such as a gigantic teddy bear, oversized gift boxes full of balloons and confetti. And - somewhat reminiscent of our #TeaOnTheTrain campaign for Yorkshire Tea - a marching band was on hand to join in the celebrations.pictionary_brand_experience_mattel_canada_3

Whilst we do love a scary prank now and again (Carrie, Zombie Baby etc), it’s refreshing to see a candid camera stunt that doesn’t scare the living daylights out of consumers – just one that simply brings joy and happiness to their otherwise monotonous days.

Well, who doesn’t love a good game of Pictionary?

We’ve seen plenty of interactive advertisements in our hunt for experiential marketing ideas, take a look at these:

Walkers’ twitter-activated vending machines

Hair-raising poster campaign

Beck’s playable music poster

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