Fuelling gamers with pops and play.

For many, Pizza Pops (no, not pockets) is more than a snack—it’s an identity. Enter the ‘Dudes,’ a community of hardcore Pizza Pops fans who thrive on memes, gaming, and all things weird.

When Xbox Canada partnered with Pizza Pops, we saw the perfect opportunity to rally the dudes –  The result? Specially marked boxes with exclusive Xbox Game Pass codes, a console giveaway and a digital-first campaign that set the internet ablaze.

The Game Plan

Hype on Social: We kicked things off with playful, cryptic banter between @pizzapops and @xboxcanada on Twitter, teasing the partnership.

Targeted Ads: Ads dropped across Reddit, Twitch, and Instagram, featuring iconic Xbox games to grab gamers' attention.

Twitch Debut: Pizza Pops made its streaming debut We partnered with popular Canadian streamers Greenskull and Maka91Productions, who took on 90-second challenges (the time it takes to nuke a Pop), with PizzaPopsOfficial dropping into live chats to hype fans and hand out free Pops. We built a miniature set, put a frozen pop in the chair and let him try to play Halo against them, but that's a whole story for another time.

Grand Finale: A social contest to win the ultimate gamer prize—a brand-new Xbox Series X—sealed the deal.