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posted on Apr. 24, 2025 at 8:00 amSep 25, 2025

Mashreq’s SMASHREQ TikTok padel game smashes records, connects with Gen Z

posted on Apr. 24, 2025 at 8:00 amSep 25, 2025

SMASHREQ outperformed more than 40 games released over the last two years, with a dwell time of 200 seconds - 143 per cent above the norm, while also garnering 230 million impressions, 42 million clicks and 18 per cent CTR.

SMASHREQ

Mashreq has revealed details behind the success of its latest SMASHREQ campaign, which was rolled out in the form of an augmented reality (AR) game on TikTok, connecting Mashreq with the padel community. Reportedly, the first-ever padel game on TikTok, SMASHREQ has officially claimed the title of TikTok’s top AR sensation, outperforming more than 40 other games released during the last two years.

The campaign was launched to raise awareness about of Mashreq’s long-standing association with padel and to reinforce the bank’s involvement in sport and wellness. In addition to connecting with youth through digital engagement and padel gamification, the brand also aimed to establish relevance, strengthen

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Tags:Advertising ar augmented reality Brand Campaign campaign rollout clicks content creators digital Egypt Egyptian Padel Federation endorsements EPF gamification Gen Z Gen Z marketing impressions Inﬂuencer marketing influencers marketing Mashreq Mashreq game padel paid social content Performance PR programmatic public relations Reach SMASHREQ SMASHREQ Play social media Suad Merchant success metrics TikTok top padel players UAE UAE Padel Association UAEPA views

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.