Halloween 2023 was fueled by sweet dreams, not nightmares, for the Insomnia business thanks to a partnership with NBC Universal that drove a 31% increase in forecasted retail sales and a 189% increase in YoY social engagement.

To celebrate and help promote the launch of Five Nights at Freddy’s, the cult-favorite video game turned horror film, Insomnia transformed product and stores to delight gamer Insomniacs and drive awareness with new customers. Limited edition Cookie Pizzas were developed with collectible packaging designed to emulate the pizzas served at the demented pizza chain in FNAF. Product sold out in less than a week and packaging was being sold on eBay for ten times the amount of a Cookie Pizza. In the Los Angeles market, select stores were outfitted with movie characters and branding as destinations for press, influencers, and fans.

Without the precise communication with NBC Universal and swift operations on the Insomnia Cookies Creative Team, this level of success would not have been achieved within the short timeline allowed by the studio. I led regular meetings with NBC Universal’s brand marketing team to present concepts for product, packaging design, content, and in-store promotion from Insomnia, forcing our team to create in timelines unprecedented for our brand — our first foray into an IP partnership of this scale.