Beast Industries, the company led by Jimmy "MrBeast" Donaldson, has announced a massive ambient marketing activation to support the second season of Beast Games: Strong vs. Smart on Prime Video.
Starting today, 13 January, the show is extending its reach into the physical dining world through a partnership with OpenFortune. The campaign will see millions of real fortune cookies distributed at restaurants and in delivery bags across the United States and Europe.
Gamifying the Dining Ritual
The activation leverages the traditional fortune cookie ritual—opening, reading aloud, and sharing—to deliver branded content.
The experience mirrors the core mechanics of Beast Games itself. Diners will receive cookies containing specific messages written for Beast Games Season 2: Strong vs. Smart. To drive engagement and a "treasure hunt" element, a limited number of rare fortunes written personally by MrBeast have been randomly inserted into the broader distribution supply chain.
Strategic Rationale: Ambient Disruption
The partnership creates a physical touchpoint for a digital property, inserting the brand into a moment of natural pause and conversation at the end of a meal.
Jeff Housenbold, President & CEO of Beast Industries, commented on the strategy:
"Innovation drives everything we do at Beast Industries. For Beast Games Season 2: Strong vs. Smart, we partnered with OpenFortune to place Beast Games messages inside fortune cookies at restaurants across the U.S. and Europe, turning an everyday moment into one of discovery and fun for millions of people. Fans never know which fortune they'll get, making the experience playful, unexpected, and true to the spirit of the show."
The Media Platform
OpenFortune specialises in transforming the fortune cookie from a confection into a scalable media format. By utilising an existing distribution network of restaurants, the platform allows brands to reach consumers in a "captive" moment where the ad unit is almost invariably read aloud and shared.
Shawn Porat, Co-Founder of OpenFortune, noted the alignment between the format and the creator's brand: "Fortune cookies are one of the few moments people still slow down for, read out loud, and share. What MrBeast saw immediately is that this ritual already behaves like a game. There's anticipation, chance, and meaning built into it. At this scale, it becomes a powerful way to let people experience the show in real life."
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