GAME FUEL RELAUNCH

After being discontinued in early 2023, MTN DEW Game Fuel, the first beverage made for gamers, made its comeback for a limited time.

The drop featured two fan-favorite flavors and exclusive partnerships with Halo and Diablo.

Idea:

To celebrate its return, we leaned into nostalgia and revived the energy of its original 2007 era through a bold, retro-inspired infomercial called The Infuelmercial.

Execution:

We launched a high-energy social strategy that reached beyond the core gaming audience, engaging casual gamers and pop-culture fans.

A tailored community management approach on X sparked organic conversations and amplified the excitement around the limited release.

Results:

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

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

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