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THQ Nordic Partners with Paramount and Innovid and Exceeds Interactive CTV Engagement Benchmarks by 13x



Who lives in a pineapple under the sea? SpongeBob SquarePants. 

Who exceeded Innovid benchmarks by 13x with a recent interactive advertising campaign? Same answer: SpongeBob SquarePants. 

To promote its new video game, “SpongeBob SquarePants: The Cosmic Shake,” THQ Nordic partnered with Paramount and Innovid to create interactive CTV experiences that drove powerful engagement among their target audience. In this case study, you can gain insight into how THQ Nordic leveraged the reach of Paramount’s EyeQ Kids & Family content bundle alongside the interactive creative capabilities of Innovid to promote the video game. 

Working with Innovid, THQ Nordic created interactive CTV ads that featured:

  • Video previews of game footage and testimonials from players.
  • An Interactive Canvas format to surround the video with persistent branding. 
  • An in-canvas game where viewers were invited to guess which of four costumes SpongeBob was wearing, mirroring a key aspect of the game. 

“We worked closely with the Paramount team to find the technology and the perfect format to bring gamified ads to SpongeBob viewers,” said Lillian Salvadori, Marketing Manager, THQ Nordic. “We wanted the ads to be a strong combination of fun, promotional, and informative.”

To learn more about how this campaign achieved its goals, download the full case study