Chicken Dinner Pass
Teens miss dinner because they can’t pause their games. Perdue helped them win by not playing during dinner time.
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Perdue has been selling chicken for generations, but they want families with teens to go to their air fried chicken as a quick and easy option for dinner.
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Instead of reaching families with teens, we reached out to teens with families. One of the biggest gaps between teens and their families is gaming during dinner time. The teens can’t pause a game to have dinner, sacrificing the time spent with their family.
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Perdue partnered with PUBG (one of the most popular online multiplayer games which is known for its “Winner Winner Chicken Dinner” slogan) to create a battle pass that rewards players for NOT playing during dinner hours.
We also partnered with Twitch streamers to turn their gaming streams into fried chicken dinner streams.
Battle Pass
The Chicken Dinner Pass is a free battle pass for PUBG. Battle passes normally give rewards to players the more they play. Perdue reversed that.
Between 5-8pm (peak dinner hours), players are locked from making progression on the Chicken Dinner Pass. If they didn’t play at all, they get 3x progression for the pass for the rest of the day.
Rewards include in-game cosmetics and power-ups, but also contain discounts to air fried chicken that players can share with their family and loved ones.
Sponsored Twitch Streams
For teens, the definition of family has expanded, so we wanted to expand the family dining experience too. Most mukbangs are also watched during dinner time because the viewers don’t want to feel alone while eating.
Perdue will sponsor Twitch streamers to have Chicken Dinner streams with their viewers, chatting and building community together.
Art Direction, Copywriting, Editing/Motion Graphics, Everything: Frank Yin