Tim Hortons' playful paninis

The launch of Tim Hortons' Grilled Panini sandwich sparked the creation of a retro-style videogame. Since the average age of a Canadian gamer is 36, Ogilvy/OgilvyOne knew the nostalgic online game (called "Panini Pileup") would resonate with customers who remember playing similar games, like Tetris, in their youth.

At the beginning of each level, users were asked to make a specific Panini sandwich by catching the ingredients in their open Panini press. More than 208,000 people tried the game and 60,100 players returned to play again.

The game not only provided entertainment for the consumer, but also educated them on what goes into making the QSR's freshly prepared sandwiches.

The brand used social media and display banners to drive people to the game, which was housed on Timhortons.com. Players could register to win weekly $50 Tim Cards, with a grand prize of free Panini sandwiches for a year.