Playables started in mobile gaming, but they didn’t stay there. Festivals, funeral homes, fashion labels, banks, food brands — all benefit from engaging their audience more. The idea is simple: instead of scrolling past your story, the audience steps into it.
At PlayablesAI we make interactive activations that people actually want to play, and that move the numbers brands care about. The case below is one of our favourites. It’s a partnership so unlikely it became one of the most talked-about brand collaborations on the Finnish festival scene.
The activation
What happens when a metal festival and a funeral home decide to talk openly about death? You get an activation that turned a taboo into the conversation everyone wanted to have.
A real funeral home booth was built on the Tuska festival grounds. Visitors stepped inside, snapped a photo at the booth, and used a custom interactive tool built by QSApp / Playables.ai to plan their own funeral — choosing coffin, music, message, and the final farewell party. Hundreds of plans were created and enthusiastically shared on social media. Death stopped being something to avoid; it became something people wanted to talk about, design, and post.
The results
The campaign exceeded its goals across visibility, brand impact, and business metrics.
Tuska and Mononen’s own channels alone attracted 775,000 views; Ilta-Sanomat reached 400,000 video views; Yle aired a six-minute national TV and radio segment. Mononen’s assisted brand awareness among Tuska attendees rose to 52% — placing it in the festival’s top ten partners in its very first year.
Awards
The collaboration has been honoured three times so far:
- SPOT Awards 2026 — Pääpalkinto Grand Prize of the entire competition. Read on Markkinointiuutiset.fi →
- SPOT Awards 2026 — Tapahtuma-aktivointi Event Activation of the Year. See the case at SPOT.fi →
- Superstruct International Entertainment Network — Best Creative Brand Partnership 2025 Recognising the most creative brand partnership across Superstruct’s global festival network.
Could this work for your brand?
If you have a story worth telling, an audience worth engaging, and the willingness to be a little brave, a playable can do things a regular ad simply can’t.
See more work built with PlayablesAI, follow the getting-started guide, or read our behind-the-scenes story on producing 100 playable ads in one day.