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I’d never heard of Mattessons Fridge Raiders before so I have to admit this campaign has already achieved one success. Fridge Raiders are a high protein snack targeting gamers who want fast food without worrying about getting ketchup on their keyboards. I have no idea if they are any good but I’m intrigued by their advertising campaign, which was highlighted to me via Unruly Media.

Trust your Primal Instinct is the name of the series and it’s broadcast on YouTube as a Choose-Your-Own-Adventure game.

Here’s the starting sequence:

At the end of the script, you make a choice to hunt down the case:

  • Turn Vault to Kong
  • 270 Cat

That’s probably the weakest link: I really wasn’t sure what those choices meant and ended up choosing at random. However, after the first sequence, the options become clearer with explicit choices such as “Grab the case” and “Take a short cut” so that I felt that I was in control of the character and what he was doing. I followed the “game” to the end and enjoyed the resulting reward: a 2 minute video on the making of the clips.

I don’t know that this will make me try the snack food but it certainly has brought their product to my attention. The repeated sequence showing a good looking young man snacking on a bag of Fridge Raiders certainly can’t hurt.

Is this the wave of the future? I hope so. I’d certainly rather engage with advertisements like this than put up with flashing neon ad banners on websites.

Posted by Taymar on http://mmorpg-info.org.

 

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