case study
8 min read

see how OnePlus' augmented reality gamified mobile ad reached over 5 MN tech enthusiasts & surpassed Oracle Moat's industry benchmarks

Initiative Media
OnePlus Nord 2 X Pac-Man Edition
consumer durables

what OnePlus wanted

  • promote its newest and premier gaming edition smartphone – the Nord 2 Pac Man

  • expand its reach to relevant market segments to evoke purchase consideration by highlighting the benefits and features of the device

branding solution offered by mCanvas

scroller + sticker
male and female, 18-44 years of age
tech & mobile enthusiasts; interested in gaming consoles & video games
tech used
augmented reality

how the campaign was executed

  • leverage mCanvas' mobile branding solution - engagements

  • blend augmented reality and a gamification concept to establish synergy between the smartphone and the Pac Man game

  • target technology and gaming enthusiasts to ensure that the ad reached interested customers


  • the ad prompted users to switch their phones' camera on.

  • users were challenged to search for five Nord 2 emojis in their augmented reality within 10 seconds.

  • tapping on the emojis, the Pac Man character would appear on the screen and eat the emoji.

  • the closing screen featured the campaign message, and the CTA ‘Buy Now’ that directed users to the product website for more information or to make a purchase.

see the results for yourself




engagement rate
(>9 times the 0.20% industry average for mobile banner ads)

MOAT by Oracle


on-screen rate

unfiltered impressions where at least 50% of an ad was In-View for at least one continuous second


in-view rate

percentage of unfiltered impressions where at least 50% of an ad was in-view for at least one continuous second


fully on-screen rate

impressions where the ad surface was 100% on-screen for any period of time


In-view time

The length of time in seconds that an ad has been active and In-View.


IVT rate

unfiltered impressions that were determined to be delivered to an invalid endpoint

campaign performance data

top 5 websites and cities
as per engagement rate

This was our first gamified smartphone with a unique hardware and software experience. It was crucial for us to make a significant impact among technology and gaming enthusiasts by creating a unique experience. Leveraging mCanvas’ engagements solution, we could creatively establish a strong association between our feature-rich smartphone and the legacy arcade game, PAC-MAN. Kudos to the team for delivering such an impeccable ad for us
Saurabh Kapoor, Head - Brand and Category Marketing, OnePlus
Since the theme was gaming, it was necessary for us to create a gamification ad that would resonate with the target audience. We are thrilled about the outcome of this campaign.
Sekhar Patnaik, Associate Vice President, Initiative Media
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