{"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\/it\/marketing\/2024-09-10\/aus-werbung-wird-spiel-c-wire-und-omd-schweiz-lancieren-interaktives-format-fuer-mcdonalds\/","title":{"rendered":"La pubblicit\u00e0 diventa un gioco: C Wire e OMD Switzerland lanciano un format interattivo per 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=\"Annuncio giocabile del McCrispy piccante di McDonald&#039;s\" width=\"1024\" height=\"768\" \/><\/a>\r\n<figcaption id=\"caption-attachment-223047\" class=\"wp-caption-text\">C Wire e OMD lanciano uno spot giocabile per McDonald's<\/figcaption>\r\n<\/figure>\r\n<p>Il nuovo Spicy McCrispy di McDonald's non \u00e8 solo una specialit\u00e0 culinaria, ma anche il protagonista di una campagna pubblicitaria innovativa. Per pubblicizzare l'hamburger piccante in Svizzera, la start-up ad tech C Wire e l'agenzia media OMD Switzerland hanno sviluppato un formato pubblicitario interattivo basato su un gioco che \u00e8 stato riprodotto sui principali siti web di notizie svizzeri.<\/p>\r\n<p>L'idea alla base dell'innovativa campagna: gli utenti devono scoprire il nuovo hamburger in modo giocoso. Il cuore del format pubblicitario \u00e8 il gioco di click \"Afferra il peperoncino!\": per scoprire di pi\u00f9 sullo Spicy McCrispy, gli utenti devono cliccare sul peperoncino alla velocit\u00e0 della luce tra diversi tipi di verdure.<\/p>\r\n<h3>Attirare in modo giocoso l'attenzione e l'interazione<\/h3>\r\n<p>La campagna, ispirata al mondo dei videogiochi, \u00e8 stata pubblicata sulle piattaforme di notizie pi\u00f9 popolari in Svizzera e ha avuto un grande riscontro da parte dei lettori. Il formato pubblicitario interattivo ha registrato un successo significativo e KPI impressionanti che dimostrano l'impatto positivo della campagna: Con uno share of screen di 90%, \u00e8 stato raggiunto un livello di attenzione molto elevato, mentre il tasso di coinvolgimento misurato in base ai giochi avviati \u00e8 stato di 1.36%. Gli utenti si sono impegnati attivamente con il messaggio pubblicitario per una media di 10 secondi. Brand Metrics ha inoltre determinato un aumento del marchio di 11% in termini di consapevolezza di Spicy McCrispy.<\/p>\r\n<p>Alexander Schmitt, amministratore delegato di OMD Svizzera, \u00e8 entusiasta: \"Grazie alla pubblicit\u00e0 gamificata di C Wire e alla pianificazione dell'ambiente ottimizzata dall'intelligenza artificiale, ci rivolgiamo al nostro gruppo target in modo personale e attento. Questo \u00e8 unico e funziona anche senza cookie\".<\/p>\r\n<h3>Sicurezza del marchio e precisione di riproduzione grazie all'abbinamento AI<\/h3>\r\n<p>La corrispondenza contestuale dell'intelligenza artificiale assicura che la campagna sia integrata solo negli articoli pertinenti che corrispondono al marchio. Questo porta a un aumento dell'attenzione, del coinvolgimento e dei KPI della pagina di destinazione. Martin Garling, amministratore delegato di C Wire, spiega ulteriormente: \"Con noi, non c'\u00e8 consegna in un ambiente di notizie negative. Siamo per la massima sicurezza del marchio\". Grazie alla caratteristica delivery cookieless di C Wire, la creativit\u00e0 viene riprodotta su larga scala e con un'ampia portata, indipendentemente dai cookie e dalle preferenze del browser dell'utente, e solo sui siti web premium svizzeri. Un altro vantaggio del formato: le campagne di gamification incoraggiano l'interazione con gli utenti, si distinguono dalla monotonia pubblicitaria e sono memorabili. \"Le campagne pubblicitarie gamificate sono particolarmente adatte durante l'estate, con i campionati europei di calcio, i giochi olimpici e numerosi festival\", afferma Garling.<\/p>","protected":false},"excerpt":{"rendered":"<p>\"Prendi il peperoncino!\": La start-up svizzera di tecnologia pubblicitaria e l'agenzia di comunicazione portano a un aumento significativo delle interazioni.<\/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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