Hot Pockets enters the gaming conversation
Situation
Typically focused on targeting parents, Hot Pockets was embarking on a program to reach the Gen Z ‘eater’ in one of their first ever gaming campaigns. I was tapped to usher through a marketing program that would bring Hot Pockets into the gaming sphere.
The Challenge: how do we do it authentically as a non-endemic gaming brand?
INSIGHTS
Twitch reinvented relationships
From subs to Twitch Bits to custom emotes, Twitch singlehandedly evolved the age-old one-way parasocial influencer relationship. Now fans can very clearly show their support during a livestream. Streamers develop a deeper two-way relationship with their fanbases, receiving subscriptions and tips, even gaming with them on community nights organized through Discord.
Gen Z Gamers can smell bull$hit
Especially as a non-endemic brand entering the world of gaming, it was important that Hot Pockets got every detail right, down to the gaming setup in the ads. It was also important that we partnered with the right streamer, one that genuinely liked Hot Pockets.
INTRODUCING
Pockets for Bits
From the influencers involved to the redemption process, we developed a program that not only built Hot Pockets’ gaming credibility, it also sold a whole lotta Hot Pockets.