OH HENRY! LEVEL UP
Will smooth peanut butter make you run faster? Will crunchy pretzels make you stronger? Will peanuts, caramel, and a chocolatey coating increase your accuracy? They sure will… in a video game. Just ask NBA star Jamal Murray.
We created a fully digital launch campaign for the new Oh Henry! Level Up, which comes with a boost for NBA2K21 inside every wrapper.
We needed to hype these new ingredients, so naturally, we created a hype video.
Jamal Murray on Twitch
On social, Jamal Murray joined twitch and played against everyday gamers. Those who were dunked on by Jamal were rewarded with Level Up bars, so they can suck less.
After the livestream, we reached out to gamers who were dunked on by Jamal. We turned these posterized dunks into actual posters and mailed them, along with Level Up bars so they can level up their 2K game.
Client: Oh Henry! Level Up
Creative Directors: Jason Kerr, Marko Pandza
Copywriter: Greg Seles
Production: UNR, Tonic, Fyfe Shader
Boost Your Performance Director: Davin Black
