NERF GAMES
Our Client
Hasbro
REGION
Europe
OBJECTIVE
Strengthen brand engagement by integrating esports.
What We Did
Developed a tournament-style activation.
Esports Meets NERF
NERF Games is a groundbreaking creative content project designed to connect with esports and gaming communities while staying true to the active, social spirit of NERF.
By partnering with Hasbro and FUT Esports, Pickle built an action-packed experience where digital and physical play collided in an immersive, competitive format.
NERF Games brought together three unique teams—Twitch streamers, professional athletes, and content creators—who battled on custom-designed NERF arenas, aiming for the highest scores and the ultimate title. The campaign was designed to bridge the gap between gaming and real-world play, making NERF relevant to a new audience through dynamic storytelling and interactive content.
The excitement extended beyond the physical arena. Full competition videos were showcased on YouTube, Twitch influencers hosted live watch parties, and short-form highlights flooded Instagram Reels, ensuring the campaign reached and engaged gaming communities across multiple platforms.
Capturing The Attention of Esports Enthusiasts
The key challenge was capturing the attention of esports enthusiasts while maintaining NERF’s identity as a brand built on fun, physical activity, and teamwork. Pickle needed to craft a narrative that resonated with competitive gaming audiences while also engaging casual fans who may not have previously associated NERF with digital entertainment. The strategy had to balance storytelling, gameplay, and shareable content formats to maximize engagement.
5M+ total video views across all platforms.
100K+ live interactions on Twitch watch parties.
260% increase in engagement on NERF’s social media channels.
50+ influencer collaborations driving campaign visibility.
By fusing esports culture with real-world competition, NERF Games set a new standard for interactive brand storytelling, proving that traditional toys can thrive in the digital era.