Case Study: Tootsie Pops achieves 18% engagement rate and 51-second average time spent with Brand Networks' shake-and-swipe expanding banners

Tootsie Pops - Customer Case Study

Tootsie Pops, in partnership with Brand Networks, set out to modernize the classic 1969 "How many licks does it take..." campaign for desktop, mobile, and tablet. The challenge was to create meaningful, scalable interactivity across fragmented devices rather than simply repurposing the TV spot, while boosting engagement with Mr. Owl, using device motion gestures, adding a simple kids’ game, appealing to parents’ nostalgia, and encouraging sharing.

Brand Networks built expanding rich-media banners that used shake and swipe gestures and an interactive Mr. Owl experience to create a playable, cross-device ad. The campaign delivered an 18% engagement rate (2,150% above the industry benchmark), 51 seconds average time spent (1,175% above benchmark), and won the 2017 IAC Best Advertising Rich Media Campaign award.

Tootsie Pops