Level 257 had forgotten why the world plays. Sales were stagnant. The target market was uninspired. Meanwhile, the high-concept dining-entertainment destination neglected its parent company’s biggest IP.
We created “Play Together Again,” a brand that taps into pop-gamer culture while reminding the world that gaming isn’t just fun; it’s a social experience that matters now more than ever.
In the first year alone, we raised sales by 10% and established a loyal customer base, positioning Bandai Namco to expand the franchise.
Research & Discovery:
Understanding Level 257’s Challenges & Opportunities
Through qualitative & quantitative research, MACLYN identified Level 257’s target market, created a detailed SWOT analysis, and gained insights from Google Analytics & other data sources.
Creative Brand Development:
Tapping into Pop-Gamer Culture
MACLYN crafted a distinct brand voice, mark and visual style. The Level 257 brand is narrated by PAC-MAN himself (in human form, for the first time ever), who delivers pop-gamer references and social diatribes with a dash of sardonic wit and a few post-modern winks. Visually, the brand features scrumptious goodies and drinks in an upscale arcade setting, often with a hidden PAC-MAN “Easter egg.”
Omnichannel Brand Presence:
Scoring Awareness & Consideration
We implemented the new Level 257 brand across all channels, from social platforms and digital advertising to in-store branding and targeted emails.
Social Platform Management:
Building an Army of Digital Devotees
MACLYN transformed Level 257’s social media presence into a treasure trove of pop-gamer culture. Playful gaming references and irresistible food abounds, engaging gamers and foodies alike. Meanwhile, “Giant PAC-MAN Selfie Contests” and other promotions keep them coming back to Level 257.
Honoring an 8-Bit Legacy
MACLYN created The Legacy of the Legend, an interactive museum that follows PAC-MAN’s journey: from humble beginnings to international fame. The installation builds healthy nostalgia for Bandai Namco’s flagship IP, while introducing a new generation to the phenomenon of PAC-MAN fever.
Capturing a High-Concept Dining-Entertainment XP
MACLYN developed an engaging, UX/UI-friendly website imbued with the “Play Together Again” brand. The site pairs beautiful food imagery with nostalgic gaming fun (and more than a few hidden PAC-MAN cookies).
Strategic Search Optimization:
Getting on the Google Leaderboard
We optimized relevant search-engine results for Level 257, driving our target markets to the new website.
Targeted Digital Advertising:
Attracting Foodies, Gamers & Pop-Culture Fanatics
We target Level 257’s wide-ranging market with curated digital advertising – driving traffic to the new website, where we collect user data for further targeted marketing.