Objective

The objective was to create a memorable, globally relevant Google Doodle for Halloween 2025 that also honored the 45th anniversary of PAC-MAN, leveraging the inherent nostalgia associated with the game. We wanted to present PAC-MAN Halloween as a fresh take on the classic, referencing beloved original gameplay and aesthetics but layering on a surprising and engaging new Halloween narrative. Instead of a single experience, we dimensionalized the four original ghosts—Blinky, Pinky, Inky, and Clyde—by designing four distinct, character-specific haunted mazes. Users would progress through the classic game structure, but each level immersed them in the specific ethos and personality  of the ghost, culminating in a delightful Halloween party screen. This combination of familiar mechanics with character-driven depth provided the necessary nostalgia and surprise that fueled conversation and engagement.

Strategy

Strategy: We aimed to create a campaign that appealed to both audiences through a phased rollout: 

• Rebooting Classic PAC-MAN (10/27-10/29): Focus on nostalgia and legacy to capture the PAC-MAN "purists" and casual players, using teasers that hinted at the original game's aesthetic.
• Spooky Makeover (10/30-10/31): Pivot to the organic Halloween connection by introducing the character-driven, haunted house levels, appealing to broader seasonal interest.
• Community Conversion: Leverage platform-specific "sparks" (e.g., "Perfect Game Tips" SFVs, "Which Ghost Are You?" IG Stories) to drive deep gameplay engagement, reward Hardcore Competitors, and convert passive viewers into content creators via UGC CTAs. The social flight was designed to be tight (2-3 days of posting around the 10/30-31 launch) to maintain high priority and impact.

Execution: we created a high-priority, globally integrated experience spanning the Doodle, search, and a robust social campaign flown over 4 days (10/27–10/31).

• Craft & Experience: The Doodle itself was meticulously crafted as the first playable game, featuring four unique Halloween-themed mazes based on the distinct AI personalities of the ghosts (Blinky, Pinky, Inky, Clyde). This deep narrative complexity provided content for sustained engagement.
• Placement & Phasing: The launch was phased: teasing the classic look (10/27-10/29) before unveiling the spooky makeover on Halloween (10/30-10/31). Social placement prioritized short-form video and interactive formats to capture attention against feed trends.
• Key Deliverables & Sparks: We executed a Short Form Video (SFV) showcasing the game, Instagram Stories (like the "Add Yours" CTA for high scores), and an Instagram Carousel detailing the ghost personalities. To amplify engagement, we leveraged creative "sparks," such as a fake super panorama IG Reel to capture attention by breaking feed patterns, and a YouTube LFV (12-hour ambience) designed to drive high watch time by tapping into retro gaming culture. The tone remained consistently nostalgic, leveraging authentic gamer culture through planned collaborations with Bandai Namco targeting dedicated fans of the game. 

Results

The PAC-MAN Halloween Doodle was a resounding success, ranking as the #2 Doodle in conversation volume when it launched. The campaign generated 3.7K social mentions, increasing overall PAC-MAN social conversation by 2X while live.

Media