An interactive ad format that turns traditional commercial breaks on Samsung TVs into playable mini-games. Designed for Samsung TV Plus, these "bite-sized" games allow viewers to engage with brands using their TV remote or smartphone, providing a more engaging experience than passive viewing.
Challenge
The main challenge that Samsung GameBreaks was designed to address was the ineffectiveness of traditional 15- or 30-second TV commercials in a fragmented, ad-saturated connected TV (CTV) landscape. The goal was to transform a passive, often-skipped ad experience into a measurable, engaging, and memorable one for viewers and advertisers alike.
Result
The interactive format has demonstrated a 53% lift in unaided brand recall compared to standard video ads, and a 1.5x boost in engagement. Additionally, a significant 89% of viewers preferred the GameBreaks format over traditional commercials, and the initial game, "The Six," saw a 98% completion rate. These results validate the format's ability to create a more effective and enjoyable advertising experience.
