To celebrate 100 years of the Chocolate Digestive, McVitie’s teamed up with To Boldly Go to launch an interactive experience that brought one of the nations most loved biscuits to life.

Blending digital innovation with real world fun, the campaign invited passersby at Westfield London to take part in a playful, and fiercely competitive, ‘dunk off.’ 

the cHALLENGE

McVitie’s set out to create a standout activation that would spark brand engagement and connect their iconic Chocolate Digestive with a new generation of biscuit lovers. The brief called for a bold, interactive solution – one that could capture attention, encourage participation, and deliver measurable impact across every touchpoint.

Launched on National Biscuit Day, Dare to Dunk? was a three day interactive campaign brought to life via our pop-up D6 screen at Westfield London. Using gesture control haptics, players mimicked the classic tea dunk – timing their virtual dip to perfection before their biscuit met its crumbly end.

A live leaderboard dialled up the competition, driving repeat play, while social callouts extended the fun beyond the screen.

To boost visibility, the campaign took place on large format screens across Westfield, including Eat Street, Westfield Square and Holland Park Roundabout. 

Blending interactivity with innovation, Dare to Dunk? earned McVitie’s Gold in the Commercial category in our Digital Creative Competition, recognising its standout use of DOOH technology.

OUTCOMES

• Over 1,000 player interactions across the three-day period
• More than 600 biscuit packs awarded to top scorers 

All you need is an idea to enter our Digital Creative Competition and be in the chance of winning up to £100,000 in media space. Enter here today.