Gröna Lund Spins Up Awareness for New IP with Gamification

When Stockholm’s iconic amusement park, Gröna Lund, introduced their brand-new family-friendly IP, Gnuttarna, they wanted to make sure families took notice—and remembered it! Instead of just announcing it with posters or ads, they did something a liiiiiittle more... playful 👀

To build excitement and raise awareness around the launch, Gröna Lund turned to gamification to capture the attention of family-oriented audiences. The goal? Drive awareness for Gnuttarna and the new attraction "Pumpen", while also strengthening overall engagement with the Gröna Lund brand .

The Solution

Gröna Lund teamed up with our platform Flarie Studio to create a custom-branded game called Guld Rushen, a lighthearted, fast-paced game that matched the energy of their new IP and was easy for all ages to jump into.

Here’s how they made it work:

🎮 The game picked for this was Grace, perfect for quick rounds and strong branding potential. A Gnuttarna character is flying through the city, dodging obstacles inspired by park rides and collecting golden tickets and cotton candy. The large background space also spotlighted the new ride, Pumpen, tying the digital fun back to the real-world experience.
🎯 A Challenge was used, were encouraged to hit a specific score to qualify for the weekly competition. Clear, simple, and just tricky enough to spark a little friendly family rivalry.
🎟️ Multi-Entry = More Chances, More Play! Players earned a raffle entry every time they reached the target score, up to seven entries per week. This encouraged players to keep coming back for another shot at the prize.

The game was prominently featured on Gröna Lund’s social media and landing page, making it the star of the show and driving tons of traffic. This setup not only encouraged repeat play but also created a sense of anticipation and reward that kept users coming back. The fun, lighthearted nature of the game reflected the playful world of Gnuttarna, helping introduce the IP in an engaging and memorable way.

The Results

The campaign delivered extraordinary engagement and retention:

"Guld Rushen’ was a fantastic way to introduce Gnuttarna to our audience. The game became a natural extension of their story and allowed us to build on the narrative in a playful and engaging way. The response far exceeded our expectations, proving that gamification is a powerful tool for both awareness and engagement." - Andreas Landin, Project Manager, Market – Parks and Resorts Scandinavia AB

 

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