Chuck E. Cheese's partnership has gone beyond a car wrap and fire suit, with a mobile "Racing World" game, contests, merchandise and new promotions.

The burger and shake company experienced a 24% year-over-year systemwide sales increase to a record $1.7 billion.

How those two -- count 'em, only two! -- QSR ads fared at the Big Game.

Chain leans into its differentiator -- "We are an experience brand," says brand marketing VP -- with a lovestruck activation.