How does a 40-year-old brand get Gen Z guys to buy their product—when they’ve always marketed to mom and dad?

Leveraging the insight that Gen-Z males are all about gaming and the popularity of Twitch’s on-platform digital currency, we developed the Hot Pockets for Bits program. Hot Pockets for Bits drove sales by offering Twitch Bits for every in-store product purchase, bolstered by a robust 22 hours of sponsored influencer live-streams.

The campaign delivered a 14%+ lift in unaided awareness — four points above goal — and a 17% lift in gaming association among our core target on Twitch, exceeding expectations by eight points.