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Gaming & E-Sports

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Tony the Tiger on Twitch: The First Mascot Turned Streamer

Tony the Tiger, Frosted Flakes’ strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable to teens. This is a story of how we jailbroke Tony the Tiger out of the confines of the :30 TV ad and started an all-out blitz to rebuild his fan base, by turning him into a real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers on Twitch. ¦Tony the Tiger, Frosted Flakes’ strongest creative asset, had become a two-dimensional, walking cereal huckster and nearly unrecognizable to teens. This is a story of how we jailbroke Tony the Tiger out of the confines of the :30 TV ad and started an all-out blitz to rebuild his fan base, by turning him into a real-life gaming streamer. The first brand mascot to do so! As a result, Tony the Tiger made the Top 10 most-watched streams globally, garnering more participation than the most popular streamers on Twitch.


Brand: Frosted Flakes
Client: Kellogg Company
Agency: Leo Burnett / Chicago
Language: English

Gaming the Gamers

We needed to bring new and lapsed players to the Apex Legends franchise in the most intensely competitive genre in gaming: Battle Royale. Knowing our audience loves to spread “insider information” on new releases, we hid clues to a new character for Season 4 in the source code of the game. Gamers became our media as we fueled speculation and conversation, reaching a fever pitch when we finally revealed the character to be a hoax. We beat conversation volume, weekly player volume, and in-game revenue vs our previous season.


Brand: Apex Legends
Client: Electronic Arts
Agency: Electronic Arts
Language: English

Break The Code

To celebrate Cyberpunk 2077’s launch, Xbox created a custom-console inspired by the game’s theme. After three studio delays, we were tasked with selling a console for a game that wouldn’t be released for months. We created #BreakTheCode — unique online experiences that invited fans into the world of Cyberpunk and “hack” the console reveal video we hid behind cryptic puzzles and clues. While sheltering in place, thousands of gamers across the globe worked together to #BreakTheCode and resulted in 100% of stock sold in less than 6 hours.


Brand: Xbox
Client: Microsoft
Agency: 215 McCann
Language: English

2024_us_2024_e-9365-923_hero_1 Minecraft Rooted Together
2023_us_2023_e-7947-055_hero_1 The Sims The Sims: A Self-Discovery Engine For A Generation Coming of Age
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