An in-app game tying gameplay to orders customer orders.
Menulog has launched an in-app game aimed at footy fans, tying gameplay to orders and offering a trip to Las Vegas for the NRL season opener as the top prize.
The Footy Finals Game, created by The Idea Shed in partnership with game developer Zebrar, is part of a broader retail media push by Menulog and runs until October 5.
Orders placed during the campaign unlock access to the mobile game, where players dodge defenders, gain metres and win prizes, including Menulog vouchers and bonus entries for Menulog+ members.
Retail partners featured in the campaign include Liquorland, 7-Eleven, Red Rooster and IGA, with brand integrations featured within the game environment.
The campaign targets the 25–34 demographic and is designed to promote Menulog’s expanded grocery, alcohol and convenience offerings.
“Footy finals are all about mateship, passion and being part of the action, and that’s exactly what we wanted to capture with the Menulog Footy Finals Game,” said head of brand and media at Menulog, Fiona Bateman.
“The campaign brings fans closer to the sport they love, while showcasing Menulog’s expanded grocery, alcohol and convenience offering.
“By blending play, rewards and retail partners, we’ve created an experience that’s not just fun but gives fans even more reasons to choose Menulog this finals season.”
Adrian Moore, head of creative experience at The Idea Shed, said the campaign is ‘creative commerce in action’.
“It shows that Menulog doesn’t just deliver food to fans but creates entertaining experiences that help them play for big wins at checkout,” he said.
The campaign is live nationally and supported by promotions across retail and owned media channels.
CREDITS:
Creative Commerce Agency: The Idea Shed
Menulog:
Fiona Bateman – Head of Brand and Media Victoria Janchek – Senior Marketing Manager
Yamila Lata – Senior Marketing Executive
Agency Partners:
Game developer: Zebrar
