Gamifying Black Friday
How could we break through the Black Friday clutter?
We knew an ad wouldn’t cut it — we had to build something that got people hyped for holiday shopping, turning a solitary online activity into a shared one.
So we partnered with TikTok to create a high engagement, shared experience to bring friends and families together in a fun way: the first-ever gamified Branded Effect and Hashtag Challenge, a joyful take on the popular game Head’s Up.
The filter challenged fans to grab a friend and guess as many Walmart deals as possible in 24 seconds. While one player gave hints about the deal shown on the screen, the other player took a guess.
To encourage consumers to join the fun, we built a diverse and talented roster of #DealGuesser partners — including six top creators who showed fans how to use the Branded Effect — and even took over the TopView on TikTok for 24 hours on Black Friday.
#DealGuesser was the 3rd most used and the 6th most viewed hashtag in the US on all of TikTok, ranking higher than #Thanksgiving.
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