Millennial parents held a dusty image of Chuck E. Cheese in their memories: outdated, dark and dirty. Chuck E. Cheese knew they had to do something drastic to show off their shiny, new remodel and attract this key demographic. To drive awareness, Material proposed an organic social initiative announcing Chuck E. Cheese newest (and fictitious) offering, Chuck E. Cheese "weddings” on April Fool’s Day.
Material developed the following key objectives to build positive brand awareness for Chuck E. Cheese:
- Engage Millennial parents
- Signal to customers and Millennial parents that the brand is not just culturally relevant but better than you remember
- Test guest and fan interest in booking weddings at Chuck E. Cheese in the future
- Showcase Chuck E. Cheese modern makeover
- Welcome a whole new generation of families
Working on a shoestring production budget of $1,300, our team developed a comprehensive strategy centered around a scrappy video introducing the fictitious wedding offerings at Chuck E. Cheese. The following tactics were used in an effort to help our client meet its goal of gaining positive brand recognition:
- A low budget, organic video showing off fictitious wedding offerings
- Design and development of a custom landing page
- Utilize playful, sarcastic humor, a first for Chuck E. Cheese
- Leverage the playful spirit of April Fool’s Day
- Launch the video content across organic social media
- Feature key, fun-center elements at Chuck E. Cheese locations, and new fun-center additions.
- Showcase the modern, interactive dance floor, the latest arcade games, the bright spaces, and adult-friendly food and beverages.
Our team executed a number of deliverables against our strategy and tactics, helping our client show off the brand new renovations in an unexpected, humorous way that appealed to Millennial parents. Final deliverables featured:
- Playful, promotional video offering “exclusive wedding packages”
- Complete production, post and deployment of the organic social video
- Custom landing page showcasing all the too-good-to-be-true features: a tiered pizza cake, a cotton candy bouquet and Chuck E. Cheese as officiant
- Development of the trademarked tagline, “Where a Mouse Can Make You a SpouseTM”, that a superfan even got tattooed on their arm.
Millions watched the video on Instagram, Facebook and X, sharing, commenting and laughing, with some even expressing genuine desire to tie the knot at Chuck E. Cheese. Our comprehensive video initiative proved that a little silliness can go a long way and resulted in:
- The highest engagement rate and impressions in 2023 across Facebook, Instagram and X with the organic social video, all with NO PAID MEDIA.
- 19.41 MM impressions, 114,820% more than an average organic post for the brand
- 1.97 MM engagements, 204,469% more than an average organic post for the brand
- 10.17% engagement rate, 78.4% more than an average organic post for the brand
- Google searches for “Chuck E. Cheese” reached a 2-year high on April 1st
- 40% more net-new visitors to the Chuck E. Cheese website (April 1st-3rd)
Industry recognition with earned media stories in The Drum and AdAge.
Video for Chuck E. Cheese Weddings
