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Boston Pizza, Terry Peters Avatar, PHD Canada

Known as food innovators, Boston Pizza introduced “All Meat Wings.” To revive consumers’ interest in boneless wings, the brand turned to Xbox. Logging 80 million Xbox hours per month, the usage actually increases during the NHL season. To engage with fans, Boston Pizza brought their fictional spokesperson – Terry Peters – to life as a fully interactive Xbox avatar, a North American first. Terry reached 2.4 million consumers through messaging and gaming and was so popular that the CTR was 29% higher than the Xbox channel average. Wing sales increased 54% versus previous year.