Hidden Spots
Heinz launched 'Hidden Spots', a campaign integrated into Call of Duty: Warzone. It mapped safe in-game locations where players could pause and snack without losing their match, then teamed with streamers who revealed these 'snacking hiding spots' live while eating burgers with custom Heinz bottles. The activation also rolled out across other games; Fortnite, PUB:G and Counter-Strike aiming to treat gamers' need to eat as part of their play, not a distraction.
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
