Overview
Nestle launched a major digital activation for the Swiss market, pairing an online prize game with an in-store experience. The aim was a single coherent journey in which every online player had a reason to walk into a Migros store, so that engagement and commercial impact reinforced each other rather than running in parallel.
The challenge
The real difficulty was building a working bridge between the digital campaign and the shop floor. How do you turn online players into people who physically walk into a Migros store? That called for a mobile-first experience smooth enough to hold up under the traffic spikes the ad campaigns would generate, and pointed enough to send users towards one concrete retail action.
Objectives
- Design and build a fast event website with an instant game built in
- Maximise the number of online players through Google Ads (Search and Display)
- Turn online players into visitors in Migros stores
- Keep the experience seamless between the digital campaign and the point of sale
Event website | Architecture and rollout
The campaign rests on a bespoke event website with an instant game at its centre. The platform was designed to hold engagement, speed and conversion together, with each key feature serving the online-to-store funnel.
Google Ads campaigns | Search and Display combined
To pull in as many players as possible, the Search and Display strategy was built to cover the Swiss market with tight targeting. Search captured active intent, on keywords tied to the game and to the Nestle brands, while Display kept a steady presence and reminded Swiss users the game was running.
That multi-channel setup caught people at different points of their decision, from discovering the game to deciding to play and to walk into a Migros store. Search worked the direct keywords and those tied to the Nestle brands, while Display built awareness across a wider Swiss audience.
Results
Business impact: The event website shipped on time and held up under the traffic spikes the Google Ads campaigns produced. Online players reached the game without friction and were guided to Migros stores for a second chance to play in person. Keeping the digital experience and the shop floor on the same thread lifted engagement across the whole campaign, and gave the Nestle activation on the Swiss market the reinforcement it was designed for.