Great experiential marketing: Interactive Pictionary ad


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


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.


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.

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:

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Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.