Background: Super Mario Maker 2 is one of the most popular and best-selling games of Nintendo Switch. In this game any player can create and upload their own stages online, and provide opportunity for other players to test their skills. The gamer's community is eager to play on these user-generated stages, and prove to the world how fast they are. Idea: The main character of the game, Mario has Italian origins, just like Fabene, an Italian pasta restaurant that is well-known for its fast and reliable delivery in Brasil. In the name of Fabene we created an account in the Super Mario 2 game, and built a special stage, where Mario had to carry a box of pasta from the beginning to the end. As the first player of that stage we set a stage record – and challenged other players of the gaming community to beat that record, delivering the pasta faster than we are. Execution: First we challenged top players to beat our initial record. On their livestream, they tried and failed to be faster than us; then they challenged their fans to do the same. Finally everyone realized that it was impossible for them to deliver their box of pasta faster than our restaurant, Fabene would do. As a final act, we shared the code of the stage on forums relating to the game. Results: As a result of our campaign, more than 3 million people were reached, and the engagement in social media increased by 530%. It meant more than 1.2 million US dollars of earned media. But most importantly: brand awareness increased by 190%, and the online orders of Fabene went up by 255%.