LINKEDIN // GAME TIME

Encouraging New Yorkers to take a game break with free hot dogs.

With the introduction of games on LinkedIn fueling discussions about work and breaks, we launced a global movement establishing a designated time to reset with our games. We started by tapping on creators to spread the word and normalize taking work breaks. And then, we took to the streets of New York - the global mecca of hustle culture - to continue to spread our message.

Research showed that 12:52 pm was the ideal time professionals like to take a break, right around lunchtime. So, we leaned into the idea of habit-stacking, and encouraged members to stack the habit of a quick game on top of the habit of grabbing a quick bite. We even made it easy for them by popping up a branded LinkedIn Games hot dog stand in the middle of the crowded and iconic New York office block of Hudson Yards. The catch? It only opened at 12:52 pm.

Our experiential event was simple: play a LinkedIn game, share your score, get a free hot dog. And it was a massive success. We served 1,252 hot dogs and had 420 unique visitors to LinkedIn. Creator, GirlBossTown, covered the event on the ground, interviewing attendees about burnout and work breaks for continued content. And event visitors were rewarded with hot dogs in a life-size world of LinkedIn Games, complete with fun swag to remember to enjoy their lunch with a side of play.