How Mashreq’s SMASHREQ Game Took Over TikTok and Captured Gen Z’s Attention

Mashreq’s recent SMASHREQ campaign, an augmented reality (AR) game released on TikTok, has proven to be a masterclass in using innovative digital content to capture the attention of Gen Z, the demographic that has proven to be notoriously elusive for brands.

Here's how this game not only grabbed attention but created a cultural phenomenon that brands can learn from.

The SMASHREQ Campaign: A Strategic Intersection of Gaming and Branding

Mashreq’s SMASHREQ campaign was introduced as the first-ever padel game on TikTok, taking advantage of the platform’s immersive AR capabilities to engage users in a fun and interactive experience. Designed to connect Mashreq with the growing padel community, the game’s primary objective was to raise brand awareness and solidify Mashreq’s position as a prominent player in the sports and wellness space.

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Unlike typical social media ads, this initiative integrated seamlessly into TikTok’s culture, making it feel less like an advertisement and more like an entertainment experience that users actively wanted to engage with.

The game itself was a simple yet captivating concept: users could participate in a digital padel game directly within the app, and the AR elements enhanced the immersion, making the gameplay feel interactive and dynamic. By leveraging TikTok's AR features, Mashreq was able to create something that was not only fun to play but also highly shareable.

Achieving Viral Success: Impressive Campaign Metrics

While engagement metrics are often a crucial indicator of a campaign’s success, SMASHREQ’s performance is especially noteworthy. In the first 30 days of its launch, the campaign delivered a staggering 230 million impressions, 42 million clicks, and an 18% click-through rate (CTR), outperforming over 40 other games released on the platform in the past two years.

One of the key factors behind this success was the game’s exceptional dwell time. On average, users spent 200 seconds engaging with SMASHREQ, a remarkable 143% higher than the typical dwell time seen with other TikTok content. This level of engagement is not just impressive—it’s a testament to how well the game resonated with the audience, keeping them hooked and coming back for more.

Gen Z's Love for Interactive Content

The Gen Z audience is highly sought after for its social media influence, but capturing their attention is no easy feat. Unlike previous generations, Gen Z values interactive and personalized content over passive consumption. SMASHREQ's gamified format hit the mark by offering a compelling, interactive experience that users could engage with repeatedly.

@mashreq Recently, we launched SMASHREQ—the virtual padel game on TikTok that united players across the UAE and Egypt. Whether you played, watched, or shared the excitement, you made this an incredible experience! With each player averaging 2-3 games and an impressive playtime of 2.4 minutes (121% above TikTok’s average!), SMASHREQ became a true viral hit. Thanks for being part of #SMASHREQ! لقد قمنا مؤخراً بإطلاق لعبة البادل الافتراضية SMASHREQ على تيك توك لتجمع لاعبي الإمارات العربية المتحدة ومصر معاً. لقد ساهمت معنا في إضفاء المزيد من الحماس على هذه التجربة الرائعة سواء كلاعب أو متابع أو حتى مشجع، حيث شارك كل لاعب بمعدل 2-3 مباريات لمدة استثنائية بلغت 2.4 دقيقة (ما يزيد 121% عن متوسط وقت تيك توك) مما أسهم في تحقيق SMASHREQ لهذا النجاح الباهر بكل المقاييس. نشكرك على مشاركتك في #SMASHREQ! #Mashreq #RiseEveryDay #Rise_Every_Day ♬ original sound - Mashreq

Moreover, the game’s integration of padel, a sport that aligns with Gen Z's love for dynamic, social activities, further cemented its appeal. The game allowed users to actively participate in challenges, making them feel more connected to the content while also providing a sense of accomplishment through score tracking.

Influencers and Padel Community Collaboration

To fuel further engagement, Mashreq collaborated with top athletes from the UAE Padel Association and the Egyptian Padel Federation. These collaborations were not only authentic but also played a pivotal role in driving the game’s popularity.

Influencers and athletes promoted the game through challenges and by encouraging their followers to beat their high scores. This strategy created a sense of community around the game and led to organic promotion, as users were motivated to engage with the game and share their progress with their own social circles.

@rumiuae #SMASHREQ #foryou #mashreqbank ♬ original sound - Rumi Munawar

These strategic partnerships were key in amplifying the game’s reach, turning it into more than just a branded campaign but a viral sensation that resonated with the core values of TikTok’s community: entertainment, competition, and social interaction.

Leveraging Ramadan’s Social Traffic

Timing is everything when it comes to digital campaigns, and Mashreq smartly aligned the launch of SMASHREQ with the peak social traffic during Ramadan. The campaign launched on March 25, 2025, tapping into the increased online activity during this period.

By capitalizing on this timing, Mashreq ensured maximum reach and engagement from users who were already active on TikTok during Ramadan, which led to a significant surge in game participation.

Turning SMASHREQ Into a Cultural Phenomenon

What sets SMASHREQ apart from other branded games is its ability to transcend beyond a marketing campaign and become a cultural phenomenon. The high engagement levels, coupled with user-generated content and the competitive nature of the game, helped the game become a social media sensation. Users weren’t just playing the game; they were sharing their high scores, taking part in challenges, and contributing to the overall buzz.

Mashreq has shown that when you create something that resonates with the target audience—whether it's through gamification, influencer collaboration, or strategic timing—the results can be phenomenal. The campaign’s success isn’t just about numbers; it’s about building a community, creating conversations, and making a lasting impact on your audience.

What Can Brands Learn From SMASHREQ’s Success?

The SMASHREQ campaign is a shining example of how brands can harness the power of gamification and digital engagement to connect with younger, more digital-savvy audiences.

Here are a few takeaways for marketers:

• Know Your Audience: Gen Z craves interactivity. Creating experiences that allow users to participate, compete, and share is key to maintaining engagement.
• Leverage Platform Features: TikTok’s AR and gamified features were crucial to the success of SMASHREQ. Understanding the unique capabilities of each platform is essential to creating content that feels native and authentic.
• Timing Is Everything: Align your campaigns with key events or periods of high social traffic (e.g., Ramadan) to maximize reach and engagement.
• Influencer and Community Engagement: Collaborating with influencers and creating a community-driven campaign amplifies the reach and trust of your message.
• Data-Driven Decisions: The impressive metrics behind SMASHREQ show that data, like dwell time and CTR, should be closely monitored to measure the impact of digital campaigns and refine strategies.

How SMASHREQ Redefined Gen Z Engagement on TikTok

Mashreq’s SMASHREQ game isn’t just a marketing success; it’s a case study in how to connect with Gen Z through gamification, social media platforms, and authentic brand partnerships. By tapping into the growing trend of interactive content, leveraging influencers, and capitalizing on strategic timing, Mashreq created a campaign that resonated with users and left a lasting impact on TikTok.

For brands looking to engage with Gen Z, SMASHREQ provides a roadmap for how to effectively blend gaming, community-building, and digital marketing into a viral, cultural moment.

About the Author

Kalin Anastasov

Writer

Kalin Anastasov plays a pivotal role as an content manager and editor at Influencer Marketing Hub. He expertly applies his SEO and content writing experience to enhance each piece, ensuring it aligns with our guidelines and delivers unmatched quality to our readers.