Anytime Is Game Time: Mattel’s Experiential Ad Campaign Plays with Mall Shoppers


Experiential Ad Campaign Surprises Mall Shoppers With an Interactive Game of Pictionary

Experiential Ad Campaign Surprises Mall Shoppers with an Interactive Game of Pictionary

TORONTO, CANADA — Last September, Mattel Games surprised mall shoppers in Toronto with some impromptu fun, an interactive game of Pictionary. The experiential ad campaign, created by TrojanOne for Mattel Canada, utilized a digital out-of-home (DOOH) screen to enticed mall shoppers to play Pictionary with a live actor.

The campaign surprised shoppers prizes, including a life-size teddy bear and a full-size marching band. In its first 24 hours, Mattel’s Pictionary Mall Surprise video gathered over 100,000 combined views on YouTube and Facebook. Mattel’s day-long brand activation campaign showed just how great games like Pictionary can be at bring people together and reminding us that Anytime Is Game Time.

In a nearby room, an actor was streamed live onto the digital out-of-home display constructed especially for Mattel’s campaign. The DOOH display included cameras that enabled the team to see exactly what what happening in front of the display.

The actor starts out by standing completely still to create the illusion of the screen being a traditional poster. Making only subtle movements and gestures, shoppers nearby began to notice that the actor was actually live and were then enticed to come over and play. Once engaged, the Pictionary host challenged his audience using a countdown to win prizes, including a full set of Mattel games.

Anytime Is Game Time: Mattel’s Experiential Ad Campaign Plays with Shoppers

“In the true spirit of spontaneous fun, we surprised unsuspecting mall shoppers with some very unexpected game play. What looked to be an ordinary mall poster became a fully immersive Pictionary experience that congratulated successful players with amazing celebrations,” said Shalin Shah, Sr. Marketing Associate, Mattel Canada. “The video is a compilation of the best moments and reactions we captured throughout the day. We are delighted to see that it has already touched so many people around the globe.”

“We loved how people had so much fun playing Pictionary in an unexpected way. Watching people react the way they did was more than what we hoped for. We were able to showcase how anytime is game time and we hope that the video reminds everyone to always take the time to play with us!” said Riza Javellana, Senior Manager, Marketing, Mattel Canada.

Experiential Ad Campaign Surprises Mall Shoppers With an Interactive Game of Pictionary

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