We wanted gamers to consider Delimex taquitos as the perfect mid-game snack to fuel their marathon gaming sessions. Even though Delimex has been around for nearly 40 years, our product wasn’t on gamers’ radars.

We knew if we didn’t introduce our product to gamers authentically, they’d instantly reject the brand. But how do you tell gamers about your product when they never look away from their screens? You meet them face-to-face on their own turf.

Our insight stems from a common gamer term: FEEDING, the act of dying repeatedly in online video games, serving the enemy team easy wins.

Without an official partnership, our team of Delimex gamers hacked the biggest game launches of the year by feeding gamers free points and taquitos at in-game food spots.

We played, not paid our way into Call of Duty: Modern Warfare 2. Warzone 2.0, and Overwatch 2. Choosing the Mexican special forces character, wearing custom skins in the Delimex colors, and naming our characters Delimex and Taquito. We hung out in the Mexican levels, at in-game food spots like taco trucks, mercados, and kitchens, repeatedly sacrificing ourselves to players so they could level up faster in game. Then we sent them free taquito coupons so they could level up in real life too.

We flipped the frustrations players feel when their team is feeding on its head, using gamers’ own lingo to amplify Delimex’s brand message by showing gamers the in-game and real-life benefits of eating Delimex taquitos while gaming.

We targeted gamers, 25-35 years old, who pour their passion into playing and watching video games. Knowing that gamers are wary of inauthentic activations, and never look away from their screens, we needed a unique and authentic way in to get their attention. So, we flipped the frustrations players feel when their team is feeding on its head and used gamers’ own lingo to get them to consider Delimex as the perfect mid-game snack to fuel their marathon gaming session.

To build hype, Delimex teased the activation on platforms where gamers are most active: Instagram, TikTok, Reddit, and Twitch. Promotion ran for one week: Nov 14 - Nov 20, 2022.

Our digital gamer street team was live in-game, sacrificing themselves, helping players level up and giving out samples in Call of Duty: Modern Warfare 2, Call of Duty: Warzone 2.0, and Overwatch 2 - a combined playerbase of over 160 million gamers playing on all major gaming platforms.

Top Twitch streamers helped gamers find us in-game while they were live on stream, gamers cheering us on in chat. Streamers reshared highlights and killer moments to their social channels on Twitch, Instagram, and Youtube. The Feeding Gamers live activation took place across three days: Nov 18 - Nov 20, 2022.

We delivered a unique experience to gamers where they walked away with Delimex on their minds and in their mouths. Branded items appear at in-game shops every day, but gamers never run into in-game street teams of actual gamers helping them level up and sending them free products.

Delimex innovated traditional product sampling, approaching gamers outside of traditional street team programs. Pioneering a new level of engagement with gamers and redefining what those programs look like.

We engaged them in their favorite games in a way they’d never experienced before, inspiring them to share their own UGC clips feeding moments in gaming's biggest communities on Reddit and Discord.

● 40+ million gamers reached

● 653 779 total influencer and social media engagements

● 11 500 taquitos sampled to gamers

● 905% increase to social traffic during activation

● Delimex social media engagement doubled