Competing in one of the largest and most competitive CPG categories, Chex Mix is constantly looking for ways to stand out and win over teen households. Recently, the brand began to earn credibility with teens through their social platforms—specifically with a teen gaming audience. As Chex Mix became more integrated into the gaming conversation, consumer requests to bring back Chex Quest, a cult-classic video game from 1996 based on Chex cereal, kept resurfacing. So we listened, deciding to take our commitment in the gaming space to the next level by bringing back Chex Quest, but better, to reach today’s teens.

Brief:

Bring back Chex Quest—this time making it ownable to Chex Mix by incorporating the whole mix—in a way that’s culturally relevant to teen gamers today.

Objectives:

Win teen gaming households

Gain traction with teen gamers on social

Make Chex Mix culturally relevant

Our big idea? Turn a cereal-based-shooter video game from ‘96 into a modern-day cultural phenomenon – but this time for Chex Mix.

To make it unmistakably Chex Mix, the single-player game turned multiplayer, featuring 5 new playable characters representing each snack piece. This aligned with our brand truth: It takes a mix. To win on shelf – or to save the galaxy.

The remake stayed true to nostalgic gamers by keeping the same basic plot, layout and hero intact. But we expanded its audience and tapped cultural relevance with HD graphics and multiplayer mode. The characters’ unique stories and voices were relatable. Paired with in-game Easter eggs, gameplay was never boring.

Teens could unlock new characters via exclusive on-pack codes (I mean, a gamer’s gotta snack…) and download the game FREE on STEAM, the #1 most streamed platform by PC gamers.

Promoting a throwback game in the era of Fortnite wasn’t easy. A one size fits all approach wouldn’t do, nor would traditional media. Our approach was specific to different audiences.

Be accessible, modernized and buzz worthy for Gamer Teens

We made the game available for free on STEAM, then modernized it with HD graphics, multiplayer mode, in-game easter eggs and relatable characters. To drum up buzz we focused on the gamer-platform Twitch, gamer-specific memes on Twitter, and leveraged gaming influencers.

Spark nostalgia with Chex Quest fanatics and Nostalgic Gamers

We partnered with the original game developers to preserve key aspects of the ’96 game. Then, we partnered with Limited Run Games to reach retro gamers and spark nostalgia.

Make the Chex Quest approachable for Chex Mix purchasing Moms with Teens

We made the game and character codes easy to find and understand through in store displays and breakthrough packaging.

Chex Mix delivered a multi-faceted, unconventional brand experience through the Chex Quest launch plan.

BUILD GAME & HYPE

Expanded the 1996 game for today’s gamers: New characters. Stories. HD. Free on STEAM.

Released the Trailer on STEAM and owned platforms.

Limited Run Games collector’s kits.

LAUNCH GAME

Broke news via Conan’s Clueless Gamer.

Influencers released character codes on Twitch and social.

Hyper-targeted ads hit Reddit and social.

Promotional packaging hit shelves.

Media outreach found top gaming outlets.

AMPLIFY AWARENESS & DEEPEN CONVERSATION

Tapped IGN networks for branded Twitter livestreams.

Twitch homepage takeover and influencer speed runs.

Rebuilt retro fan’s 1996 homemade Chex Quest Halloween costume at Hollywood scale.

Hosted Reddit AMAs with original game developer.

Released game soundtrack on Spotify.

Character takeovers, filters and giphy stickers on social.

Created a custom arcade cabinet for (cancelled) gaming conventions.

Dropped a 52-page comic anthology on Comixology to expand character lore.

Chex Quest received rave reviews across the galaxy, impacted sales and pushed Chex Mix into cultural relevance.

We increased business performance on Chex Mix:

- 10% Sales Lift During promotion

- 2MM+ minutes of Brand Engagement

We earned teens attention and engagement:

- 135MM earned impressions across gaming and lifestyle media outlets

- 99% Reddit Upvotes & multiple awards for the costume activation

- Comic book appeared on eBay for eye-popping prices

We delivered value to the gaming community:

- 9/10 star game rating

- 2x the average downloads of indie games on STEAM

- 40 minutes of average game play

- #2 best-selling PC release in 2020 on Limited Run Games