Chuck E. Cheese
Wedding Packages
Video, Social, Web
Where A Mouse Can Make You A Spouse™
Millennial parents held a dusty image of Chuck E. Cheese: outdated, sticky-floored, and reminiscent of birthday party nightmares. Chuck E. Cheese needed to do something drastic to show off their shiny new remodel and attract this key demographic.
The Idea: On April Fool's Day, Chuck E. Cheese dropped Wedding Packages.
A playful social video and a custom landing page showcased all the too-good-to-be-true features: a tiered pizza cake, a cotton candy bouquet, Chuck E. Cheese as officiant, and more.
Millions watched the video, sharing, commenting, and laughing, with some even expressing genuine desire to tie the knot at Chuck E. Cheese. And while the “I Dos” were fake, the results were real.
With NO PAID MEDIA the organic social video garnered:
19.41 MM Impressions - 114,820% more than an average organic post for the brand
1.97 MM Engagements - 204,469% more than an average organic post for the brand
10.17% Engagement Rate - 78.4% more than an average organic post for the brand
Google searches for “Chuck E. Cheese” reached a 2-year high on April 1st
The video drove 40% more net-new visitors to the Chuck E. Cheese website (April 1st-3rd)
All accomplished for a mere $1,300 shoestring production budget
But even better, those millennial parents got a clear look at today’s Chuck E. Cheese: bright and clean open spaces, updated games, and the notable absence of outdated features.
