Insurance brand achieves 12x higher engagement rate by capitalizing on sponsorship opportunity

Goal

Major streaming platforms leverage brand sponsorships to capitalize on the excitement of key events, such as new streaming debuts or season premieres. A core component of these sponsorships is interactive ad formats, which include trivia, polls, and advergames – all of which drive deeper audience engagement. 

For the streaming release of a new Trolls movie, NBC partnered with brands to create an interactive opportunity that engaged viewers in a fun and memorable way.  

Using a trivia-based ad format, advertisers invited audiences to test their Trolls knowledge with a simple, click-to-answer question. By integrating entertainment with brand engagement, the campaign not only amplified excitement around the film but also strengthened brands’ connection with viewers through an immersive, interactive experience. 

Strategy 

An insurance brand used an interactive trivia ad to engage fans and increase brand association. This format allows viewers to answer a trivia question with a click of their remote. Immediately after they engage, they get to see whether they were correct or not.  

Instead of multiple trivia questions, this brand strategically opted for a single, easy-to-answer question, making the experience fun and accessible for parents and children watching together. This approach acknowledged that the new Trolls movie was likely a family viewing event, ensuring a seamless and enjoyable engagement moment. 

Results 

The ad streamed to millions of households across America. Almost half a million users interacted with the ad, leading to a 9.2%. engagement rate – over twelve times higher than the benchmark for interactive ads!  

We always love to see how participants fared in the game. Over 60% of participants answered the trivia question correctly – Poppy from the Trolls franchise is pink! 🎀✅