Pavesini lights up
summer with Pave
Beach: The Good
Vibes minigame
powered by Aryel

This summer, Pavesini unveiled a refreshing twist to its brand with the launch of an in-store promotion featuring the “Enigmistica Leggerissima,” a Pavesini-branded game booklet packed with puzzles and word games that embody the brand’s spirit. To amplify this exciting campaign, Pavesini partnered with Aryel to create “Pave Beach,” an engaging and relaxing interactive game. This collaboration seamlessly integrated with Pavesini’s strategy, allowing users to enjoy fun moments at the beach all summer long.

What you will learn from this customer story:

• How Pavesini boosted engagement and broadened distribution with “Enigmistica Leggerissima” and “Pave Beach.”
• The seamless integration of Pavesini’s campaign across social media and display ads, creating a delightful summer experience.
• The creation and impact of the “Pave Beach” mini-game.

Pavesini’s rebranding focused on capturing the essence of carefree moments, togetherness, and positive vibes. As part of this initiative, they launched “Enigmistica Leggerissima,” a charming booklet brimming with paper-based games, perfect for enjoying under a beach umbrella. Building on this foundation, Pavesini partnered with Aryel to elevate the campaign across multiple touchpoints. This collaboration led to the creation of Pave Beach, a simple yet engaging interactive game designed to amplify the brand’s joyful spirit, boost recognition, and firmly link Pavesini with happy, vibrant experiences.

Through Aryel’s platform, Pavesini developed an immersive experience centered around its brand. Visitors to the splash page were transported to the Pavesini beach game, where they had 60 seconds to find and capture four Pavesini flavors: original, cocoa, coffee, and double flavor. The game was designed to be both fun and challenging, with Pavesini hidden behind elements within the beach scenario. Players could see their progress in a drawer at the bottom of the screen, making it easy to track which flavors they still needed to find.

The game allowed players to swipe within the screen to navigate and tap to collect the Pavesini. They could also pause the game without losing their allotted minute. The faster they captured all four flavors, the higher they climbed on the leaderboard, encouraging replay and competition. Sharing the game with friends added another layer of excitement and fun.

Pave Beach’s release and distribution on social media were managed strategically, including call-to-action surveys on Pavesini’s Instagram stories. This approach featured both organic and paid content, from feed posts to sponsored stories, ensuring widespread promotion of the game. Additionally, the gameplay experience was distributed across display advertising via programmatic channels, reaching a broad audience and maximizing engagement.

Thanks to cross-channel activations and an omnichannel marketing approach, the mini-game achieved excellent KPIs. Pave Beach boasted a 46.74% game completion rate and a 34.70% Interaction Rate, showcasing the effectiveness of the campaign.

Branded minigames and interactive experiences offer significant advantages to the fast-moving consumer goods (FMCG) industry. They greatly enhance engagement and interaction rates by integrating fun and captivating elements into marketing strategies. The Pavesini case, for instance, successfully captured its target audience’s attention and interest through the innovative Pave Beach game, infusing the brand’s vibrant energy into a memorable leisure activity.

By adopting a comprehensive omnichannel strategy, brands can integrate physical and digital touchpoints to maximize impact. This approach allows them to reach a wider audience and provide a seamless brand experience across multiple platforms.

The success of branded minigames underscores the importance of aligning marketing efforts with the brand’s overall tone and communication strategy. By doing so, brands like Pavesini create a cohesive and compelling narrative that resonates with consumers, driving higher engagement and fostering stronger loyalty. This case highlights the potential of creative and well-executed branded minigames to elevate a brand’s profile and deepen its connection with its audience.