Gamification in Advertising

I write about gamification in advertising: using game mechanics (challenges, rewards, reveals) to make people participate instead of scroll past. Wanted to see if the theory held up outside a blog post, so I applied it to an actual brief for a biotech client
Built the whole thing myself: concept, script, narrative arc, music. The mechanic was structured around a “reveal” beat instead of a straight explainer.

Takeaway that’s stuck with me: people remember what they do, not what they scroll past. Recall goes up when there’s a small moment of participation, even passive participation like anticipating a reveal, versus pure information delivery. Curious if others here have tested gamified formats on B2B/technical clients, feels like an underused lever outside consumer brands. Anyone have data or examples? If you are interested in watching the reel, visit genext genomics LinkedIn page.