Challenge:
For the first time in many years, Idahoan Foods was on a mission to win over a new crowd: the ever-hungry Gen Z! The brand discovered their new audience loves delicious snack breaks during their favorite activities like gaming, cosplay, billiards, and music festivals. They requested our expertise to spread the word about this exciting potato treat by creating a program which would reach hungry legions of their new target market both online and in real life, complete with a cool modular activation overlay!
Strategy:
We leaned into gaming because, let’s be real, Gen Z’s event of choice is all about the pixels and power-ups. We teamed up with crowd favorite team Gen.G for the ultimate cheat code, to bring Shreds in the door to events typically reserved for endemic brands, and champion the product as not only the right fit for gaming conventions, but a match made in tater heaven. Our game plan? Hit all the tasty high scores: Shreds sampling, couponing, influencer partners, social and digital overlays, and most importantly solidifying Idahoan as a snacking sensation in the gaming community.
Solutions:
We’re talking about making Idahoan the undeniable MVP of snacks, the power-up everyone didn’t know they needed. From helping gamify our activation to bringing fan-favorite influencer streamers to commentate on the fun, Gen.G’s partnership was invaluable from day one. They got us in the door to make epic appearances at beloved events PAX East & West, DreamHack Atlanta, and C2E2 in addition to cultivating seriously fun content and exciting giveaways which ran on-site and online. The Idahoan activation was transformed into a whole new level of delicious fun as a result.
364,477,000+
Partnership Impressions
97,000
Shreds Cups Sampled
56,700+
Sweepstakes Entries
5
Influencer Partners
