{"id":29666,"date":"2024-09-10T09:11:42","date_gmt":"2024-09-10T07:11:42","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=223046"},"modified":"2024-11-08T10:15:32","modified_gmt":"2024-11-08T09:15:32","slug":"aus-werbung-wird-spiel-c-wire-und-omd-schweiz-lancieren-interaktives-format-fuer-mcdonalds","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-09-10\/aus-werbung-wird-spiel-c-wire-und-omd-schweiz-lancieren-interaktives-format-fuer-mcdonalds\/","title":{"rendered":"La publicit\u00e9 devient un jeu : C Wire et OMD Suisse lancent un format interactif pour McDonald's"},"content":{"rendered":"<figure id=\"attachment_223047\" class=\"wp-caption alignnone\" style=\"width: 1024px\" aria-describedby=\"caption-attachment-223047\"><a href=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/09\/C-Wire-und-OMD-lancieren-Playable-Ad-fuer-McDonalds.png\"><img class=\"alignnone wp-image-223047 size-full\" src=\"https:\/\/www.markt-kom.com\/wp-content\/uploads\/2024\/09\/C-Wire-und-OMD-lancieren-Playable-Ad-fuer-McDonalds.png\" alt=\"McDonald&#039;s Spicy McCrispy Publicit\u00e9 ludique\" width=\"1024\" height=\"768\" \/><\/a>\r\n<figcaption id=\"caption-attachment-223047\" class=\"wp-caption-text\">C Wire et OMD lancent une Playable Ad pour McDonald's<\/figcaption>\r\n<\/figure>\r\n<p>Le nouveau Spicy McCrispy de McDonald's n'est pas seulement un must culinaire, mais aussi la star d'une campagne publicitaire innovante. Pour faire conna\u00eetre le burger \u00e9pic\u00e9 en Suisse, la start-up ad-tech C Wire et l'agence m\u00e9dia OMD Suisse ont d\u00e9velopp\u00e9 un format publicitaire interactif bas\u00e9 sur le jeu, qui a \u00e9t\u00e9 diffus\u00e9 sur les principaux sites d'information suisses.<\/p>\r\n<p>L'id\u00e9e derri\u00e8re cette campagne innovante : les utilisateurs doivent d\u00e9couvrir le nouveau burger de mani\u00e8re ludique. Le jeu \u00e0 cliquer \"Attrape le chili !\" constitue le c\u0153ur du format publicitaire : pour en savoir plus sur le Spicy McCrispy, les utilisateurs doivent cliquer \u00e0 la vitesse de l'\u00e9clair sur le piment parmi diff\u00e9rentes sortes de l\u00e9gumes.<\/p>\r\n<h3>Une attention et des interactions accrues gr\u00e2ce au jeu<\/h3>\r\n<p>La campagne, inspir\u00e9e par le monde du jeu, a \u00e9t\u00e9 diffus\u00e9e sur les plateformes d'information les plus connues de Suisse et a rencontr\u00e9 un grand \u00e9cho aupr\u00e8s des lecteurs. Le format publicitaire interactif a montr\u00e9 des succ\u00e8s significatifs et des KPI impressionnants qui prouvent l'influence positive de la campagne : Avec un Share of Screen de 90%, une attention tr\u00e8s \u00e9lev\u00e9e a \u00e9t\u00e9 atteinte, tandis que le taux d'engagement mesur\u00e9 aux jeux lanc\u00e9s \u00e9tait de 1.36%. Les utilisateurs se sont occup\u00e9s activement du message publicitaire pendant 10 secondes en moyenne. En outre, Brand Metrics a calcul\u00e9 un brand lift de 11% en ce qui concerne la notori\u00e9t\u00e9 de Spicy McCrispy.<\/p>\r\n<p>Alexander Schmitt, Managing Director OMD Suisse, se montre enthousiaste : \"Gr\u00e2ce \u00e0 la publicit\u00e9 gamifi\u00e9e et \u00e0 la planification de l'environnement optimis\u00e9e par l'IA de C Wire, nous nous adressons \u00e0 notre groupe cible d'une mani\u00e8re personnelle et qui attire l'attention. C'est unique et, en plus, cela fonctionne sans cookies\".<\/p>\r\n<h3>S\u00e9curit\u00e9 de la marque et diffusion pr\u00e9cise gr\u00e2ce au matching de l'IA<\/h3>\r\n<p>Gr\u00e2ce au matching contextuel de l'IA, on s'assure en effet que la campagne est int\u00e9gr\u00e9e exclusivement dans des articles pertinents et adapt\u00e9s \u00e0 la marque. Il en r\u00e9sulte une augmentation de l'attention, de l'engagement et des KPI de la page de renvoi. Martin Garling, Managing Director chez C Wire, poursuit : \"Chez nous, il n'y a pas de livraison dans un environnement de nouvelles n\u00e9gatives. Nous sommes synonymes de s\u00e9curit\u00e9 maximale pour la marque\". Gr\u00e2ce \u00e0 la livraison caract\u00e9ristique sans cookie de C Wire, la cr\u00e9ation est diffus\u00e9e \u00e0 grande \u00e9chelle et avec une grande port\u00e9e, ind\u00e9pendamment des pr\u00e9f\u00e9rences des utilisateurs en mati\u00e8re de cookie et de navigateur, et uniquement sur des sites web suisses de premier choix. Autre avantage du format : les campagnes de gamification favorisent l'interaction avec les utilisateurs, se distinguent de la masse publicitaire et restent dans les m\u00e9moires. \"Les campagnes publicitaires ludiques se pr\u00eatent particuli\u00e8rement bien \u00e0 l'\u00e9t\u00e9 avec l'Euro de football, les Jeux olympiques et les nombreux festivals\", explique Garling.<\/p>","protected":false},"excerpt":{"rendered":"<p>\"Attrape le chili !\": La start-up ad-tech suisse et l'agence m\u00e9dia conduisent de mani\u00e8re ludique \u00e0 des interactions significativement plus \u00e9lev\u00e9es.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"McDonald's Spicy McCrispy Playable Ad","_yoast_wpseo_metadesc":"C Wire und OMD lancieren interaktives Werbeformat f\u00fcr McDonald's Spicy McCrispy auf Schweizer News-Websites.","articlekey":"","footnotes":""},"categories":[29],"tags":[4484,3197,4483,4343,4485,4486],"class_list":["post-29666","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-cwire","tag-kampagnen","tag-kreativity","tag-markom","tag-mc-donalds","tag-omd"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - 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