Observed Signal · Nov 17, 2022 · Partnership · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
GumGum & Frameplay Run In-Game Hershey Ad
OnlineMarketing.de reports that GumGum and Frameplay formed a June partnership to provide scalable in-game advertising for brands, starting with Hershey’s OH HENRY!. The six-week campaign ran in sports, simulation, racing, and casual games targeting players 18+, and was measured by Comscore Brand Lift. Hershey executives cited the effort as opening a new customer segment and a key strategy for reaching audiences in-game. Results showed a notable brand-lift across metrics: sponsorship suitability +13.3, sponsorship sympathy +18, and mobile ad recall +15.9, with overall performance reported as above the industry average. The study also highlighted that contextually aligned ads can boost purchase intent. Campaign impressions totaled 21,870,161, and OH HENRY!’s purchase probability rose by 6.9 percentage points, with related uplifts of 7.6 points for “Stillt meinen Hunger” and 8.4 points for a high-energy association. Plans call for more pilots by end of 2022 and a worldwide rollout of contextually relevant, in-game campaigns in 2023.
Demonstrates measurable impact and scalability of in-game advertising partnerships with tracked Brand Lift metrics and impressions.
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Key Takeaways & Evidence Grounding
- June 2022: GumGum and Frameplay form a partnership to provide scalable in-game advertising.
- Six-week OH HENRY! in-game campaign ran across sports, simulation, racing, and casual games for 18+ audiences.
- 21,870,161 impressions delivered in the campaign.
- Purchase probability for OH HENRY! rose by 6.9 percentage points.
- Brand Lift metrics improved: sponsorship suitability +13.3; sponsorship sympathy +18; mobile ad recall +15.9.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Hershey’s Refreshes Brand, Reconsiders Paid/Earned/Owned Media
The Hershey Company is launching its first major Hershey’s brand campaign since 2018 and has overhauled its creative and communications platform. Vinny Rinaldi, VP of consumer connection, told AdExchanger the refresh aligns with a crowded 2026 marketing calendar — including a U.S. Olympic team sponsorship, a co-produced feature film titled “Hershey,” and the U.S. 250th anniversary — and reflects a shift toward more interconnected owned, earned and paid media. Per The Wall Street Journal, Hershey is increasing its Hershey’s brand budget by 20% in 2026; the company spent $600 million on marketing in 2024 across its portfolio. Hershey plans to expand retail media, deploy Olympic merchandising in owned locations, and apply its decade-refined media-mix model to measure sponsorship and cinematic promotion impact.
Hershey Revamps Marketing Strategy with Bold New Campaign
AdExchanger reports Hershey is updating its brand marketing approach with a shift toward an integrated earned, owned, and paid media model. The initiative includes Hershey’s first major brand marketing campaign since 2018, accompanied by a 2026 budget increase of 20%. The company spent $600 million on marketing in 2024 (including brands like Reese’s, Twizzlers, and Kit Kat). Hershey is a 2026 US Olympic team sponsor and also sponsors NCAA’s March Madness. Additionally, Hershey plans a co-produced film titled 'Hershey' to be released later in 2026, with concept by Hershey brand marketers and directed by Mark Water, signaling a strong focus on content-driven marketing and retail engagement.
Heineken Combines Attention and Brand Lift Metrics
Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.
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