Challenge

How does a 40-year-old brand drive their consumers – Gen-Z males – to purchase their products when they have historically marketed solely to the buyer: mom and/or dad?

APPROACH

Leveraging the insight that Gen-Z males are all about gaming and the popularity of Twitch’s on-platform digital currency, we developed the Hot Pockets for Bits program. Hot Pockets for Bits drove sales by offering Twitch Bits for every in-store product purchase, bolstered by a robust 22 hours of sponsored influencer live-streams.