Autodrop picks livewall to gamify its new chews launch

The new range comes in two flavours, Bosvruchtrode Chews and Absurd Zure Chews, and will be available from week 35 at Picnic, Plus and Dirk. Further rollout across retail and OOH follows later this year.

For us, the value of this campaign lies in gamification. People who actively do something with a brand remember it better than people who just watch. Brands that understand this don't just build reach, they build a relationship.

The mobile game is the heart of the campaign. By swiping, players keep a virtual candy bag balanced for thirty seconds, keeping the loose balls on board. The game can be played via the QR code on the packaging or via autodrop.nl.

For the social videos, the Autodrop bus hit the track. At Circuit Meppen, driver Wouter Jansen took participants along in the back as they completed challenges built around the same idea: keep the load under control. GoPros in the cargo area captured the chaos, from a rolling ball pit on wheels to participants playing the game while being thrown around the corners themselves.

"For the new Losgeslagen Lading Chews, we made a campaign where everything feels like it's come loose. From the design to absurd stunt videos and a chaotic game full of prizes: fast, playful and wonderfully over the top. Pure Autodrop," says Myrthe van den Elsen.

"Together with the team at Concorp, we brought the world of Autodrop Losgeslagen Lading to life in a way that actually lets the target audience experience Autodrop's brand values," says Joy Kimenai, Account Director at livewall.