Pop-Tarts had a problem. While the brand had traditionally been marketed more towards parents of young children, changes in current trends dramatically influenced the demographic to something a little bit older, and a lot more technologically savvy: teens.

With the heavy responsibility to start marketing to a demographic that had been raised with gaming systems and smartphones, our tactic became clear- to go where the teens are already investing their time. MMORPG’s became the clear place to start.

After reaching out to different companies, a cross-promotional campaign with Bungie & Activision’s soon to be released Destiny 2 came to life. With a purchase of specially marked packs, users would be able to redeem a 4-hour, 25% increase in XP.

The overwhelming response from customers to this promotion broke the internet. Or at least the Destiny 2 servers. Best of all, Pop-Tart sales increased, and the campaign won three awards, one Silver Effie award in 2019 and two Reggie Awards in 2017, one Gold and one Bronze.