75 years THOMY Mayonnaise

When Storytelling becomes an Interactive Experience

To celebrate THOMY’s 75th anniversary, we developed an interactive “untrue crime” story centered on the hacking of the secret mayonnaise recipe. The campaign combines branded content with social media and gamification: The community actively participates in the story, follows clues, analyzes suspects, and helps solve the case. Across multiple channels, this creates an immersive, cross-media storytelling experience that culminates in a live finale.

Cross-media storytelling with a community focus
The campaign was rolled out strategically via display ads, branded content and social brand videos & stories, and was carefully planned and efficiently integrated through targeted placements.

Display ads attracted attention and introduced users to the story, whilst prominent fixed placements on the 20minuten.ch homepage served as eye-catching entry points to the branded articles. The story was continued on social media in the form of videos and stories – dynamic, episodic and closely connected to the community.