GAME FUEL RELAUNCH

MTN DEW Game Fuel, the first beverage made for gamers, launched in 2007.

After being discontinued in early 2023, it’s back for a limited time with two historic flavors and exclusive partnerships with Halo and Diablo.

To celebrate its return, we tapped into the nostalgia of its original era with a bold, retro-inspired infomercial—aka, the Infuelmercial.

Execution:

We implemented a high-energy social strategy that expanded reach beyond the core gaming audience, engaging casual gamers and building hype around the LTO. A tailored community management strategy on X fueled organic conversations and amplified excitement.

Results:

  • 2.1M impressions on launch post (Nov. 6, 2023).

  • 3.8K likes, 765 reposts, and 461 organic interactions.

  • Increased awareness and engagement across gaming communities, making the drop impossible to miss.