The ad screen becomes a game screen

Key facts

Client
Brau Union Österreich, Stibitzer brand

Media agency
Dentsu Austria

Sales and implementation
Azerion Austria

Timeframe
Summer 2026, launched on 27 July, two plus two weeks

Format
jump & run “FoxQuest” on 57 DOOH screens, controlled via smartphone through a QR code, also available on mobile and on the brand website

For the summer campaign of the wine spritzer Stibitzer Spritzer, we developed the jump & run “FoxQuest”. A QR code on the screen is all it takes: once scanned, your own smartphone becomes the controller and the digital billboard turns into an oversized game screen. Players guide a fox through a stylised Vienna skyline, collect points and come across the different Stibitzer flavours along the way. Prizes included instant wins, Stibitzer merch and a year's supply of Stibitzer Spritzer.

At four highlight locations in Vienna, the screens were branded in the “Follow the Fox” look for two weeks and fitted with additional wraps. There, “FoxQuest” ran directly on the billboard. On the other screens in Azerion's DOOH network, the campaign played in the regular ad loop, and the QR code led to a smartphone-adapted version of the game. The game is also embedded on the brand website, extending the activation from public space into Stibitzer's digital channels.

The campaign launched on 27 July 2026 and ran exclusively in Azerion Austria's network for two weeks, followed by another two weeks. 57 screens were used in total, and Azerion puts the contact potential at almost 60 million. According to Azerion, it is the first smartphone-controlled gamification campaign on DOOH screens in Austria. Statutory age and youth protection rules applied to participation and prize handover.

“Stibitzer stands for carefree enjoyment and good vibes. That's exactly what we wanted people to feel, playfully, with this campaign.”

Yulia Elchenko, Brau Union

“This campaign shows how much potential there is in digital out of home when you consistently think of it as interactive.”

Christopher Miesbauer, Azerion Austria

More on the project in our press release: playvertise develops “FoxQuest” for Austria's first cross-media gamification campaign

Credits

Client
Brau Union: Stella Schaljo, Sophie Feiks

Media agency
Dentsu Austria: Larissa Meran

Sales and implementation
Azerion Austria: Christopher Miesbauer

Game creation
playvertise: Bartlomiej Kleczek, Maria Fehring

Impressions