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Chex Mix wanted to relaunch Chex Quest, a cereal-based video game from 1996. We were asked to connect with nostalgic fans and reach a new generation of gamers.

Challenge

Getting a CD-ROM video game in your cereal box 24 years ago is completely different from the hype behind new video game launches today. There was no chance that we could compete with modern marketing of new video games.

Strategy

To make the relaunched successful we focused on finding elements of the 96' Chex Quest culture that would still resonate with modern gaming culture, to create a nostalgic feel around the relaunch.

Creative Solution

We relaunched the game with HD graphics and multiplayer mode—with a new character for each piece in Chex Mix—and connected with teen gamers through a comic book, meme-like ads, a Hollywood-worthy costume, Conan’s Clueless Gamer, Twitch speed runs, Spotify, promotional packaging, and more.

We augmented the game with a 56-page comic anthology, including characters’ backstories and posters. It was the deeper content the game’s cult-followers didn’t know they needed – until they saw it. It was distributed nationwide through Free Comic Book Day releases and online via Comixology, earning reviews like “strange and outstanding” and “legitimately impressive.”

Impact

Chex Mix observed a 10% sales lift during the promotion, the game received 2x the average indie game download on Steam, and the campaign generated 2MM minutes of brand engagement.