When the hit video game Fortnite introduced a new mode called Food Fight, the brand spotted an authentic way to insert Wendy’s into the game’s story. Having noticed that the game’s restaurant, Durr Burger, stored its beef in freezers, agency VMLY&R used it as a vehicle to tout Wendy’s brand message that it never serves frozen burgers. The company sent a digital avatar, looking like Wendy’s own mascot, into Food Fight and destroyed in-game freezers while streaming it on Twitch.

The stream was viewed live more than a quarter of a million times, increasing mentions of Wendy’s by 119 percent across social platforms. Soon, tens of thousands of gamers began destroying burger freezers in their own gameplay, documenting it in user-generated content. As a result, developers removed the freezers from the game, ridding the virtual Fortnite world of non-fresh beef.