The background
When Pizza Pockets approached us, they wanted more than just a simple product launch—they sought an engaging, high-energy experience that would resonate with their core audience of university students while driving excitement for the release of two new flavours. Our mission: craft an activation that would celebrate the fast, fun nature of Pizza Pockets.
Enter Pocket Pong: an action-packed, high-octane game that fused creativity with the brand’s promise of ‘instant pizza flavour, quick’. With only a microwave needed to enjoy Pizza Pockets, we created a custom shuffleboard game where students could launch as many Pizza Pockets as possible into microwaves within 90 seconds—the exact time it takes to heat up their favourite snack.
The nuts and bolts.
We knew the key to success was activating at the heart of student culture: university O-Weeks. So, we took Pocket Pong on tour to some of Sydney and Melbourne’s most iconic universities. But this wasn’t just a simple game—it was a full-scale branded experience that became one of the most buzzworthy attractions at O-Week.
Students didn’t just compete in the Pocket Pong challenge for prizes and bragging rights—they were among the first in the country to sample the two new Pizza Pockets flavours. To amplify engagement, we developed the hashtag #pocketlikeitshot, giving students a chance to share their wins across social media. We also created and introduced Pocket Man, a custom-designed mascot who embodied the quirky, light-hearted spirit of the brand.
But we didn’t stop there. Recognising the need to drive in-store sales, we developed a mobile couponing platform that allowed students to redeem a 2-for-1 offer at Woolworths, seamlessly integrating the digital and physical brand experience.
In just seven days, Pocket Pong captivated more than 50,000 students across four universities in Sydney and Melbourne.
The Results
The activation’s impact was undeniable:
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- 5,800 Pizza Pockets distributed, fueling students through O-Week.
- 1,800 games of Pocket Pong played, with students eagerly lining up to test their skills.
- 2,000 students signed up for on-site discount coupons, driving direct conversion post-event.
- 9% coupon redemption rate, showcasing strong follow-through from the audience.
