How Wendy's brought
the heat of their
Takis
Fuego Meal into the world's
leading games
OUR SOLUTION
To bring the heat of the Takis Fuego Meal into gaming culture,
we
launched a multi-layered in-game activation across
some of the biggest
games, built entirely around the concept of Fuego.
The campaign rewarded players for leaning into intense, high-energy
gameplay
moments, the same feeling the meal is built around: hot,
spicy, and full of heat.
A Rewarded “Fuego” Challenge
Players opted into a Wendy's in-game challenge where the objective was simple: play, compete, and stay in the action to unlock rewards.
By aligning the meal's fiery personality with competitive in-game moments, Wendy's became part of the action.
In Marvel Rivals, this activation became the game's first-ever rewarded challenge, generating major excitement across the community. The impact was amplified further as it coincided with a major game update during the campaign flight.
Campaign Amplification
To drive scale and participation, the challenge was amplified through high-visibility ad units across the titles.
Creators and influencers also joined the challenge,
sharing their gameplay and experiences with their communities,
turning the activation into a broader cultural moment rather than a standalone campaign.
THE RESULTS:
And the results were FUEGO 🔥🔥🔥
-
46M+
IMPRESSIONS
-
48K
HOURS OF
CHALLENGE GAMEPLAY -
23x
CTR VS.
BENCHMARK -
21%
PURCHASE INTENT
-
11%
BRAND CONSIDERATION
Success Stories
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How Monster Energy engaged gamers during gameplay on Call of Duty: Modern Warfare 3 on launch day
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How Universal Pictures turned trailer views into Minecraft Pets
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How The General used deep linking to guide Fortnite players directly into Road Test Royale
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