
Gamifying Black Friday
The Challenge
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.


@celinaspookyboo
139.7MM Views
762.6K Engagements
69.1MM Reach


@splashtwinz
3.1MM Views
63.6K Engagements
2.8MM Reach


@chris
2.9MM Views
22.9K Engagements
2.6MM Reach


@zzzachariah
2.8MM Views
21.8K Engagements
2.6MM Reach


@_thescottfamily
2.7MM Views
23.3K Engagements
2.5MM Reach


@kyleexum
2.7MM Views
34.2K Engagements
2.5MM Reach
#DealGuesser was the 3rd most used and the 6th most viewed hashtag in the US on all of TikTok, ranking higher than #Thanksgiving.
Results
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0 BVideo Views
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0 MEngagements
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0 MViews of Official Creator Videos
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0 %Lift in Ad Recall
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0 %Increase in Brand Favorability
Earning It





