It is hard not to engage with simple but fun games where the goal is to solve something. When consumers are made to believe they’re smart and have achieved something, sought communicative effects are more likely to emerge.

The large push puzzle is an example of how consumers are engaged in the marketing communication in a fun and simple way. Push puzzles are common to Swedish people (most have had at least one when they were kids), which means it is easy to understand. At the same time, we haven’t seen any examples of ads or large puzzles like this one, which results in higher ad interest and more attention gained. Furthermore, although easy to understand, it demands some cognitive effort from the consumer and enhances the time spent on the ad and its message.

To a fairly low cost, many members of the target group can be reached–sending it to different local markets enhances possibilities of generating W-O-M and PR, thus a high predicted ROI. Clearly, this is not just an ad for McDonald’s coffee, but also a brand building piece of work.