Domino’s is the first in Europe to utilize Samsung Ads’ interactive GameBreaks unit, replacing standard commercials with remote-controlled trivia, resulting in a 31% uplift in brand consideration.
Domino’s, in partnership with the media agency Havas, has become the first brand in Europe to leverage Samsung Ads’ new GameBreaks format, replacing traditional commercial breaks with remote-control-powered trivia quizzes on Connected TV (CTV).
The inaugural European campaign, a collaboration among Domino’s Pizza, Havas, and Samsung Ads, achieved a 3.84% engagement rate and a notable 31% increase in brand consideration for Domino’s.
The ad unit presented viewers with a pizza-themed question, such as: “According to a 2024 national survey, what do Americans choose as their favorite pizza topping?” Viewers could select from four options using their TV remote, receiving immediate on-screen feedback before the quiz transitioned to a 10-second promotion for Domino’s Ultimate Gunpowder Chicken pizza.
The results align with an independent study in the U.S. by MediaScience, which found GameBreaks deliver a 53% lift in unaided brand recall, surpassing standard video ads by a factor of 1.5. Furthermore, 89% of participants preferred the interactive breaks over conventional commercials.
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An Evolution in CTV Engagement
GameBreaks, which rolled out to the U.K. this past summer after an initial launch in the U.S. and Canada, allows advertisers to customize trivia questions and themes. The format taps into consumer preference for gamification, offering a frictionless way for brands to earn attention in the crowded streaming landscape.
Harry Packshaw, Head of AV at Havas, noted that the pizza brand’s willingness to innovate paid off. “There’s a lot of data to show how gamification moves the dial on brand metrics, so it was no surprise to us to see that the campaign was so warmly received and performed so well,” he stated.
Lauren Barnett, Head of U.K. Sales at Samsung Ads, emphasized that the unit reflects the platform’s nature. “Interactivity is at the heart of CTV, so there’s no reason why the ads should not also embrace the idea,” she said. “We’re delighted, though not surprised, at the success Domino’s has seen.”
