These examples of cross-category marketing range from QSR streetwear collections to 8-bit hotel games. A standout, W Hotels' 'Belle the Bear' mobile game, lets users of all ages compete to win real prizes and is an ode to 90s arcade staples.
Other examples like the 'Doritos Ketchup Drop' streetwear collection promote new flavors in a unique way while targeting Millennials obsessed with novelty merchandise. Delving into both niche product and experiential offerings is burger brand Shake Shack, recently launching 'Shack Track & Field,' an exclusive workout series that promotes a healthy lifestyle balance. The brand also dropped an exclusive line of Kidrobot plushies that celebrates popular menu items while targeting both Gen-Z consumers and adult toy collectors.
Diptyque's Hotel Café Royal afternoon tea service, Google's donut shop pop-up and Glossier and Momofuku Milk Bar's collaborative lip balm round off this list and speak to brands' growing desire to delight and surprise consumers with unconventional marketing tactics.
- Gen Z
- Gen Alpha
- Millennial (primary audience)
- Gen X (primary audience)
