From Adweek · Christopher Cicchiello · · 1m
Dave & Buster’s Hires Agencies to Boost Brand Relevance
Dave & Buster’s appoints Gut and Mediaplus to reignite adult entertainment relevance amid falling sales.
In brief
Dave & Buster’s appoints Gut and Mediaplus to reignite adult entertainment relevance amid falling sales. Dave & Buster’s focuses on increasing foot traffic by making the brand a go-to destination for adult occasions. Originally reported by Adweek.
New Agencies Named
Dave & Buster’s hires Gut for creative and Mediaplus for media after 13 straight quarters of falling sales.
“Somewhere along the lines, we've lost our relevance and are not in the consideration set to the level that we want to be or need to be for the growth of the business.”
Focus on Adult Occasions
The agencies aim to connect Dave & Buster’s with adult play culture, targeting occasions like Halloween.
“Throughout the pitch process, one belief consistently guided our thinking: people don't just plan a Dave & Buster's visit, they plan an occasion.”
Halloween Priority
Dave & Buster’s plans to leverage Halloween as the top adult occasion to drive foot traffic.
“Halloween is the No. 1 adult occasion of the entire calendar year.”
Foot Traffic Goal
The brand targets increasing foot traffic by making each visit a lifelong experience for new and returning customers.
“I need to just get you in because once you get in, my consumer data score shows you have a great time.”
Adult Entertainment Shift
Dave & Buster’s shifts focus to adult gaming and entertainment as gamers age and Lego sales rise in this demographic.
“With Lego sales rising in the adult demographic, and the average age of gamers skewing upward to 37 years old, now is the time for showing adults a new arena for live entertainment escapism.”
The takeaway
Dave & Buster’s focuses on increasing foot traffic by making the brand a go-to destination for adult occasions.
