Fun for the Whole Family


Chuck E. Cheese’s tasked BEN with their new summer rebrand project targeting mothers with kids from 6-8 years old. Traditionally targeting kids, they needed to engage with mothers in relevant entertainment making Chuck E. Cheese’s the ideal destination of choice when thinking of fun for the whole family.


The BEN team identified Alvin and the Chipmunks: Road Chip as a prime fit to address this challenge through a scripted opportunity that guaranteed vast reach as the franchise grossed over $500M in the last three films. Through our script breakdowns, we identified an arcade scene and pitched the idea to 20th Century Fox Studios and the producers to consider Chuck E Cheese’s as the storefront of choice. Naturally we found a location on site that would be fitting to the storyline during their road trip while working with the animation artists to storyboard the scenes.


Upon the theatrical release, Chuck E. Cheese’s had one 30 second integration, shots of the exterior branding and a custom Chuck E. Cheese’s scene. The film garnered 9.4M domestic impressions and generated $448K in ROI. Through our partners at Nielsen, we were also able to run a study about the effectiveness of this integration.