A 3 course Christmas Dinner in a tin for gamers who don't want to leave their gaming chair
The challenge
How do you win Christmas in a market where everyone’s pushing PlayStations, bundles, and last-minute deals?
With 3 weeks to go before Christmas, GAME came to us wanting to steal a share of attention and search, not just for console terms, but for an overlooked product category with a high margin: gaming chairs. They didn’t want boring banner ads. They wanted culture. Conversation. Creativity - and with a small budget.
The viral PR stunt that grossed everyone out - and ranked GAME for gaming chairs at Christmas
What we did
We resurrected a stunt from 2013 that had already reached cult status online - the Christmas Tinner - but this time a vegan and vegetarian version. The previous campaign was a PR stunt which got mass press but little digital impact. We rewired it to drive authority and search demand in a whole new category with a whole new angle.
Greggs was going viral at the time with their new vegan sausage roll launch to market, and we jumped on the hype creating a vegan Christmas tinner.
We produced the product in-house, including shopping for the ingredients, full product photography, building the landing page and outreaching to press. It strategically sat on the gaming chair section of the site with internal links to drive organic impact.
🪑 We repositioned the product - pushing Christmas Tinner as the perfect meal for marathon gamers who didn’t want to leave their chairs
🥫 We launched new variants -including a “Gamer’s Luxe” version (yes, it had pigs in blankets) to fuel media headlines
🎯 We optimised internal linking and search content - using the stunt to build relevance around Christmas gaming, gift ideas, and chairs for serious players.
We earned links from top-tier media publications
The results
After just one week of promotion and a feature on The Drum and Ladbible, the campaign was picked up in 14 countries, generating a huge buzz globally with over 333k shares on social media.
We got 159 links in the international press, driving 85,000 people to the landing page organically (no paid whatsoever!).
On social media our content was viewed 241,500 times, with famous YouTubers like Beard Meats Food talking about the new tins, while even TV royalty like The One Show, Jonathan Ross, and The Late Show with Stephen Colbert in America got in touch to talk about our campaign. This racked up TV/YouTube views of over 2 million people.
The campaign made so much noise that we increased GAME’s brand awareness by 13% in just four weeks.
The links impacted GAME’s visibility, helping their gaming chairs section rank for over 400 keywords just in time for Christmas, having previously only ranked for one.
The Christmas Tinner landing page was the third biggest landing page behind the homepage and the Black Friday page and became the brand’s most successful link strategy.
The campaign worked so well that GAME recruited us to be their long-term partners and introduced us to the wider group, working on House of Fraser, Flannels, and more.
We’ve won 10 awards in total (so far), including Outreach Campaign of the Year and Retail Content Campaign of the Year at the UK Content Awards 2020. We even got shortlisted for a Clio - the first search agency to ever be up for that award. Years later, it still gets shared every Christmas, continuing to drive traffic long after the campaign is over.
Winner winner, Christmas Tinner.
