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Special Project

Special Project
From the 16th Annual Shorty Awards

Chuck E. Cheese Weddings

Gold Honor in Humor


Millennial parents held a dusty image of Chuck E. Cheese in their memories: outdated, dark and dirty.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:

Strategy and Execution

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:

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:


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:

Industry recognition with earned media stories in The Drum and AdAge.


Video for Chuck E. Cheese Weddings

Entrant Company / Organization Name

Material, Chuck E. Cheese


Entry Credits