With Britannia Pure Magic, Xtendr turned a newspaper ad into a playable experience—where the moment of temptation didn’t stop at seeing, but extended into interaction.

A simple trigger from the print creative opened up a game layered onto the ad itself, inviting users to engage, explore, and play within what was once a static format. The experience converted passive attention into active participation, holding users far beyond the page.

By bringing together print, immersive technology, and gamification, the campaign unlocked a new behavior for traditional media—where ads aren’t just seen, but experienced.