Video Game Campaign
Transformed a standard influencer campaign mailer into a narrative-driven activation that generated 400M+ views and $4M in revenue channel, proving merch could drive real launch momentum.
Service:
Identity + Campaign
Industry:
Video Games
Year:
2025
Project Purpose
Activision Blizzard needed their Crash Bandicoot Rumble Steam launch to feel like an event, not another code drop.
The ask:
Cut through influencer fatigue, get 150 streamers genuinely excited about the kit, and execute globally with zero low from their internal team.
Our Solution:
- Create a pizza brand company.
- Create a mailer that looks like a pizza box, with boxes shaped like pizza slices inside.
- Fill pizza boxes with pizza delivery merch and gamer tech items.
- Add easter eggs to realese.
- E.g. "Steam-in Pizza" = releasing on Steam.
- "Delivery Date receipt that sealed the box = release date.
Achieved Goals
400M +
Unique viewer online reach
$4M
Revenue on Steam
40+ publications
From the largest video game writeups
Endless ugc
- Dozens of youtube videos
- Fan fiction art of pizza company
- Unboxing across Tiktok, Instagram, and X.
Reid Broudy
Product Manager Coordinator
“Bringing a global brand like Crash Bandicoot to life through physical experiences takes precision and creativity. Thumbprint collaborated with us on a high level to deliver on our expectations. From kitting to logistics, the custom touches made the unboxing experience feel truly immersive.”
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