As gamers spend more than eight hours every week playing, they are a captive audience. Still, reaching them can be difficult, unless you meet them where they are.
Heinz is doing just that through a partnership with Call of Duty: Warzone Pacific, in which the condiment company is releasing a map of hidden spots in the game where players can take a break from the action and have a (preferably Heinz-accented) snack.
“Eighty percent of gamers eat and drink while playing, but it’s much harder to do this in multiplayer games like Call of Duty, where an ill-timed break can cost you the match,” said Ashleigh Gibson, Heinz brand director. “Heinz brings the magic to mealtime, whether you’re sitting around the dinner table or enjoying a quick bite mid-game. Now we’re helping Call of Duty gamers safely recharge.”
The Hidden Spots map depicts 11 places on the game’s Caldera battle zone where it would allegedly be safe to take a break from the action. Admittedly, with a map this public, the spots won’t stay “hidden” for long. Gibson said she didn’t think that would be of concern to most serious gamers.
“Since the game is about eliminating the enemy, players will most likely go where all the enemies are, not where the one hidden player is enjoying a much-needed burger break with Heinz,” she said. “In a map as big as Call of Duty’s Pacific, there are thousands of camping spots, and every good player knows where they are. Heinz Hidden Spots are intended to be used by gamers to grab a quick snack, not camp for hours.”
The brand worked directly with Activision and agency GUT in Sao Paolo to ensure the promo was seamlessly integrated into the game, Gibson said. Heinz is working with various gaming influencers to reveal the Hidden Spots in-game over Twitch, as well as through a YouTube promo.
The Hidden Spots activation is another way Heinz has been working to meet its customers where they are with a promo that adds some value to their lives, Gibson said.
“Heinz is all about bringing the magic to everyday moments – from our recent Packet Roller launch that helped fans savor every drop of sauce to our Heinz Ketchup transformation into spooky Tomato Blood for Halloween,” she said. “Now we’re helping gamers find more magic in mealtime while playing their favorite video game.”
