Myntra hid coupon codes inside a Pictionary quiz in Inshorts' feed

Inshorts, the 60-word news app, had to make a sale announcement feel like play rather than an interruption in its feed.

A customised 'Pictionary Quiz' ad unit: guess the drawing correctly and a special EORS coupon code is revealed on the spot.

Inshorts designed a gamified quiz format customised for Myntra in the 'Pictionary Quiz' mould, rewarding correct responses by revealing special coupon codes for the End of Reason Sale.

The experiential campaign generated over 22 lakh impressions; more than 10% of people engaged with the ad, and 80,000+ coupon codes were copied by users.

In December 2020, Inshorts and Myntra teamed up for a highly interactive campaign for Myntra's 'End of Reason Sale', ditching the usual display ads route and using the beloved game of Pictionary as creative inspiration.

Inshorts designed a customised ad in the 'Pictionary Quiz' format, which reveals a special coupon code to users who give correct responses. The mix of creativity and gamification made the sale pitch something users played, rather than scrolled past.

The campaign generated over 22 lakh impressions, with more than 10% of people engaging with the ad and over 80,000 coupon codes copied. Piyush Thakur, National Sales Head at Inshorts, said the gamified format made the campaign 'immensely more enjoyable and memorable than a normal display ad ever could.'

It tapped the intrinsic habit of hunting for better deals by making the deal the game's prize.

Engagement above 10% outperformed what a display ad in the same feed could deliver.

80,000+ copied coupon codes gave a direct, measurable bridge from play to purchase intent.

It built on Inshorts' existing interactive formats like gesture-controlled ads and video stories.

Gamify the ad unit itself — play first, coupon after — and an interruption becomes a moment people finish on purpose.

Inshorts cited the campaign as proof its interactive formats deliver for brands, part of a roster of 500+ advertisers including Netflix, Samsung and Volkswagen.