Stonefire: Speedway
Open the game- Brand
- Stonefire
- Objective
- Engagement
- Industry
- Food & drink
- Mechanic
- Racing
- Agency
- Zulu Alpha Kilo
Objective
Stonefire, the #1 naan bread brand in the US, sought to penetrate gaming culture with an unexpected branded activation. Partnering with Zulu Alpha Kilo, they created the first official naan-branded track in a major racing game to reach gaming enthusiasts and content creators during one of the year's biggest game releases. The goal was to combat market noise and establish naan as part of gaming culture.
Solution
Stonefire launched an in-game racing track where players collected virtual naan bread to compete on a global leaderboard. Major Twitch streamers—FaZe Rug, Clix, and Loeya (50M+ combined followers)—led three-week competition streams across Twitch and social platforms. Winners received free naan for a year. The campaign positioned naan as the first collectible item of its kind in the racing game, blending real-world prizes with virtual gameplay mechanics.
Results
The campaign reached hundreds of thousands of viewers through livestreams, and specific sales figures and conversion metrics were not publicly disclosed.
