Dive Brief:
- QuikTrip reached more than 3 million unique viewers with a video game advertising campaign, according to a case study by gaming advertising platform Anzu.
- Anzu created and placed programmatic in-game ads for QuikTrip, placing pictures and videos on screens, billboards and other locations within mobile and PC games.
- As the advertising landscape continually evolves, brands are looking for new ways to reach consumers, including through video games.
Dive Insight:
Anzu helped QuikTrip optimize its ads for the gaming environment and used geotargeting particularly to reach relevant gamers who were near QuikTrip locations, the case study said. The ads are located on billboards and screens within the environment instead of interrupting gameplay.
The ads ran in dozens of PC and mobile games, including Trackmania by Ubisoft, Dakar Desert Rally by Saber Interactive, Axis Football by Axis Games, Tennis Clash by Wildlife Studios and Gravity Rider Zero by Vivid Games, said Daria Sokoldan, marketing and communications manager for Anzu, in an email.
QuikTrip and Anzu began working together in March 2022. The 3 million statistic is for a campaign that began in January this year, Sokoldan said.
The campaign also reached viewability of 98%. Viewability measures when the ad is actually on screen and visible for the player.
With in-game advertising growing at an 11% annual rate, according to Allied Market Research, it’s no wonder QuikTrip isn’t the only major c-store taking the plunge into gaming. Circle K piloted augmented reality ads for its coffee in the mobile game Pokemon Go, while 7-Eleven currently is running a scavenger hunt in Fortnite. Other companies have added playable games to their apps, like Huck’s did in its recent update.
Founded in 1958, Tulsa, Oklahoma-based QuikTrip operates more than 1,000 convenience stores in 17 states.
