Partnerships & CampaignHardee's x Riot Games
Building Gen Z Relevance Through Gaming Culture and Strategic Brand Partnerships
Following a regional rebranding initiative, Hardee's sought to reposition itself as culturally relevant to younger audiences. Gaming had emerged as one of the fastest-growing entertainment categories among Gen Z consumers across the Middle East — a passionate, influential, and largely untapped audience for the brand.
The Opportunity
120M+
Monthly Active Players
Active League of Legends players worldwide — one of the largest gaming communities on the planet.
#1
Netflix Series
Arcane ranked as a global top-10 Netflix title — one of the most talked-about gaming adaptations ever produced.
Gen Z
Core Audience
Massive Gen Z fanbase with deep cultural investment across streaming, esports, and social media.
Business Objectives
The Challenge
Hardee's had undergone a regional rebrand but struggled to connect with Gen Z consumers who were deeply embedded in gaming culture. Traditional advertising was not reaching this audience. The brand needed a bold cultural move — not a media buy.
The Activation
A fully integrated gaming activation across five phases
Phase 01
Partnership
Secured retail and brand partners — negotiated and structured the full Riot Games collaboration from concept to contract.
Phase 02
Launch
Exclusive Arcane meal bundle with custom branded packaging and campaign assets designed for retail environments.
Phase 03
Content
Activated influencer and creator collaborations, social media campaigns, and Riot-owned channel integrations.
Phase 04
CRM
Executed personalized CRM lifecycle journeys and embedded the campaign across digital customer touchpoints.
Phase 05
Retail
In-store displays, promotional mechanics, and Intel Arabic Cup live presence for omnichannel coverage.
My Role
Partnership Strategy
Developed the Riot Games partnership concept and managed the full collaboration from negotiation through execution.
Campaign Leadership
Defined the campaign concept, led cross-functional planning, and coordinated CRM, media, and influencer integration across all channels.
Cultural Translation
Connected gaming culture with brand objectives — creating authentic touchpoints that resonated with Gen Z audiences across the region.
Campaign Visuals
Business Impact
CRM Milestone
Highest CRM Performance
Highest CRM performance achieved outside of discount-led campaigns — proving that culture-first activations can drive engagement without margin sacrifice.
Sales Delivery
12 PSDs Achieved
Commercial viability of gaming-culture brand partnerships validated through measurable sales delivery across the campaign period.
Key Outcomes
Strong increase in Gen Z engagement across the region
Growth in social conversation and brand interaction
Rise in user-generated content volume
Improved brand sentiment scores among target audience
Enhanced relevance among gaming communities
Successful market entry into gaming culture for the Hardee's brand
Capabilities Demonstrated