To promote the release of the NBA 2K17 video game, these Mike and Ike and Hot Tamales candies have been emblazoned with limited-edition branding that is basketball-centric. The new candy packaging also includes a limited-edition 3 Point Mix variety, which is a nod to the game for fans to enjoy.
The co-branded Mike and Ike and Hot Tamales packaging is being paired with a series of rewards that are unlocked when playing NBA 2K17. This includes different perks for each of the different varieties and acts as a great way to incite some bolstered interest in the classic candy from Just Born Quality Confections. The packaging announcement is also being paired with a social media campaign starting on March 13 with the hashtag #SweetGameFace.
Co-Branded Confection Campaigns
These Mike and Ike and Hot Tamales Candies Celebrate NBA 2K17
Trend Themes
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Video Game-inspired Food Campaigns — Opportunity for food companies to generate buzz and drive sales by partnering with popular video game franchises to create limited-edition branded products.
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Gamification of Food Promotions — Opportunity for brands to integrate game mechanics and incentives into food campaigns to increase engagement and build brand loyalty.
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Social Media-driven Food Marketing — Opportunity for companies to leverage social media platforms to amplify the reach and impact of food campaigns, such as partnering with influencers or creating branded hashtags.
Industry Implications
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Food and Beverage — Opportunity for food and beverage companies to leverage pop culture and partnerships with popular franchises to create innovative marketing campaigns.
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