When Kraft Heinz came to GumGum to support the Lunchables Gaming Super Sweepstakes, they arrived with assets but no direction — brand imagery, video, a logo lockup, and a sweepstakes concept, but no copy and no creative strategy. It was a true blank-slate brief, and exactly the kind of challenge where GumGum's team thrives.

Rather than defaulting to a straightforward display execution, GumGum leaned into the gaming theme with intention. The recommended format suite — a highly customized In-Screen Expandable for desktop, paired with Hangtime and In-Screen Expandable Corner units for mobile — gave the team the canvas to build something genuinely immersive. The central creative idea drew from one of gaming's most iconic UI moments: the fighter selection screen. Users are presented with a scroll-driven carousel of Lunchables packs to choose from, rendered in the bold visual language of a video game. The scroll-driven approach was a deliberate choice rooted in attention science — GumGum's own Product team had established through the development of the Velocity unit that scroll-reactive experiences are among the most effective at capturing consumer attention, and that same principle was applied here to meet users in the flow of their natural browsing behavior.

The elegance of the concept lies in what follows the selection. Rather than building a unique destination for every pack — which would have multiplied production complexity — the user journey converges on a single payoff pulled directly from the sweepstakes: every pack is a chance to win gear and prizes. No matter which product a user chose on the first frame, the path to the sweepstakes entry CTA was intentionally short, keeping the focus on the main goal and minimizing drop-off.

The result was a cohesive, platform-native campaign that transformed a sparse brief into an experience with a distinct creative point of view. By connecting the gaming theme, the product variety, and the sweepstakes mechanic — and grounding the interaction in behavioral insights from GumGum's own product development — the campaign is a strong example of what's possible when creative strategy and internal innovation inform one another.