Hungry Howie’s > Rebuild
AFK4Pizza Gen Z Gamer Campaign
Our client, Hungry Howie’s, was interested in reaching new audiences to attract young customers. We identified gaming as a great opportunity for that. However, the gaming industry is flooded with advertisers, all trying to get their piece of the gamer pie. Our goal for Hungry Howie’s was to go beyond ads and integrate into the gaming experience. We searched for a moment the brand could own and provided a complement for that moment. The result proved that nothing pairs better than pizza and gaming.
Creative Services
Digital Marketing & SEO
Media Planning & Buying
Marketing Analytics
Marketing Consultancy
Watch the full case study here, or see the work below.
Video Spots:
We created four 30-second brand spots about gamers who needed an AFK (Away From Keyboard) break. We brought these stories to life through a dialogue between the gamers and their body parts.
Creator Partnerships on TikTok:
We partnered with five creators on TikTok, leveraging their unique content skills and audience followings to help generate buzz around the AFK Meal Deal. What resulted was engagement that exceeded each influencer’s organic averages and the strongest ad click-through rate of any channel in the campaign.
Digital Promotion on Reddit, Twitch and Instagram:
We promoted our creative content and the new AFK Meal Deal in spaces where gamers hang out, whether they're watching others play (streaming) or engaging with friends in their gaming communities.
Merchandise:
We designed and produced branded swag that we took to local gaming tournaments. If you can get a Gen Z’er to wear your brand—like we did—you’re winning.
So, In Summary, How did we do?
23M
Impressions
The AFK4PIZZA campaign’s primary target was gamers aged 18-24, and our promoted content ran from June through August of 2022.
36K
Orders
$900K
Revenue
$3.81
Per Order
$28
Avg. Cart Size
The Meal Deal experience paid off with a unique landing page and AFK4PIZZA code applied at checkout to activate the special offer.
18K
Influenced Visits
People exposed to the AFK campaign were 4x more likely to visit a store.