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

  • Media Planning & Buying

  • Marketing Analytics

  • Marketing Consultancy

Watch the full case study here, or see the work below.

AFK4Pizza Case Study
AFK4Pizza Case Study

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.

AFK4Pizza
AFK4Pizza "Sensei"
AFK4Pizza
AFK4Pizza "Brain"
AFK4Pizza
AFK4Pizza "Eyes"
AFK4Pizza
AFK4Pizza "Leroy"

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.

hungry-howies-social-mockup-1

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.

hungry-howies-promotion-1

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.

hungry-howies-merch

So, In Summary, How did we do?

Our client, Hungry Howie’s, was interested in reaching new audiences to attract young customers. We identified gaming as a great opportunity for that.

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.

View Other Work