Menulog had a dilemma with people going from hungry to hangry at record speed while waiting for food. And nobody wants hangry customers.

We needed something to fill their time before filling their stomachs.

Introducing Menulog Run – a TikTok hashtag challenge campaign that used a gamified lens to distract hangry customers while they wait for their delivery with immersive gameplay, turning wait time into game time.

Using the lens, players suited up as a courier dodging obstacles while delivering an order, uploading their UGC game play and sharing it to the campaign hashtag to win limited edition Katy Perry inspired Sushi Sneakers.

With an average game-time of 27 seconds across 77,000 players this engaging user generated content achieved +17 million views and increased ad recall by 20.4%.