Mattessons Fridge Raiders was
a product without an occasion,
and with limited marketing budgets. We had to get school children interested in the product, by taking on crisps.
We identified teenage gamers as a key audience as 61% of teens play online games after school, and partnered with YouTube gaming celebrities – effectively using their reach and credibility with millions of young gamers – to launch 2 groundbreaking campaigns.
The first, MMM3000, saw us co-create a hands-free snacking and gaming helmet with “The Syndicate Project” (the number 1 subscribed UK gaming commentator).
For the second, we launched “F.R.H.A.N.K”, an artificially intelligent robot, on the unsuspecting audience of Ali A. Results
MMM3000 delivered sales uplift of 20%, and a revenue ROMI value of £4.71/£1.
Gamers have viewed over 200 years worth of F.R.H.A.N.K content on YouTube.