Case Study: Wendy's boosts Gen Z gamer engagement with Overwolf's in-game Takis Fuego campaign

Wendy's boosts Gen Z gamer engagement with Overwolf, driving 46M impressions

The customer Wendy's sought to build awareness and excitement for its new Takis Fuego Meal among Gen Z gamers, an audience that is highly focused during gameplay and often ignores traditional ads. The challenge was to create a campaign that felt like part of the game itself while generating real hype. To meet this challenge, they partnered with the vendor Overwolf.

Overwolf implemented a multi-layered in-game activation centered around the concept of "Fuego." Their solution was a rewarded challenge across major games where players opted in to compete and stay in the action to unlock rewards, aligning the meal's fiery personality with intense gameplay. This activation was amplified through high-visibility ads and influencers. The results for Wendy's were significant, including over 46 million impressions, 48 thousand hours of challenge gameplay, a click-through rate 23 times higher than the benchmark, a 21% purchase intent lift, and an 11% increase in brand consideration.

Wendy's