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Restaurant chain Chili's, together with creative agency Jon Marshall & Daughters and marketing agency Media.Monks, just launched a new campaign inspired by nostalgic video games.
Chili's "Big Smasher BurgerTime" initiative is a refreshed version of the classic "BurgerTime" arcade game, allowing players to go toe-to-toe against fast-food villains.
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Here, they will play as Chili's mascot Joe Chilihead to build as many Big Smash Burgers as they can across six challenging levels and fight off the "evil Fast-Food Syndicate" and his mascots.
"Big Smasher BurgerTime" marks the popular restaurant's first foray into the video game space.
Apart from all the nostalgic fun, it also aims to promote its bang-for-the-buck "3 For Me" meal, which now includes the all-new Big Smasher Burger for only $10.99.
Chili’s CMO George Felix shares their reasons behind launching a video game, giving guests a virtual outlet to let out their frustrations with fast food and its rising costs:
"We’re biased, but we think the 3 For Me deal — available year-round — is the greatest value out there for lunch and dinner," he explained.
To raise the stakes for Chili's fans and video game enthusiasts alike, the restaurant will also give players a chance to win burgers for life. Fans can simply create a My Chili's Rewards account to compete in the Big Smasher BurgerTime competition on their website.
Behind the Trailer
A 30-second trailer for the video game kicks off in a pixelated world of fast-food restaurants, including the Dinoburger, Zap Burger, and Burger Barn.
"In a world of tiny overpriced fast-food burgers, one chili pepper created the best value around," the narrator shares, as Joe Chilihead makes an appearance.
He then touts the "3 For Me" promo, which includes the Big Smasher Burger. However, the fast-food syndicate spies on the Chili's restaurant from afar, plotting his next move to stop Chilihead.
To "save the Big Smasher," players must then build the new offering and defeat Evil Fast-Food Mascots to win a lifetime supply of burgers from Chili's.
The spot ends with a neon-colored video game version of Chili's, as Chilihead waits by the entrance. "Play Chili's Big Smasher BurgerTime today!" the narrator concludes.
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