Results

The Dare to Slurp campaign didn’t just engage—it redefined what branded content can do in gaming. At the core was the voice-activated AR survival game, which outperformed industry norms by every measure. Over 70,000 unique players engaged, triggering 1.29 million replays—averaging 18.27 sessions per user. In comparison, most branded mobile or AR games average fewer than 2–3 sessions per user. Even more impressive: the average dwell time was 108.5 seconds per session—nearly 18x the global benchmark for AR experiences, where 6–10 seconds is considered a success. The campaign didn’t just live online—it played live. 100+ gaming creators integrated Knorr into livestreams across games like BGMI, Minecraft, GTA, and Valorant. Unlike traditional pre-roll ads with 5–8% view-through rates, Knorr’s content saw 4M+ organic views and 40,000+ direct product clicks, embedded contextually within gameplay—where 61% of gamers say they prefer brand content that feels native to the game. Meanwhile, India’s top gaming influencers sparked viral momentum via Reels and Shorts, bringing Knorr into the social gaming conversation and organically reaching over 27 million followers—a rare feat for an FMCG food brand. Media amplification gave it further scale: 60 million+ users reached, 0.5 billion impressions, and 2.5x sales uplift on Q-commerce platforms—well above the average FMCG digital campaign DRR uplift of 1.2–1.5x. Even the form completion rate for the AR challenge—7.89%—surpassed the typical 2–4% conversion seen in gamified promos. What truly set Dare to Slurp apart wasn’t just numbers—it was relevance. By merging Korean food culture, the thrill of Squid Game, and the rituals of modern gaming, Knorr didn’t run a campaign. It created a movement—one slurp at a time.