Esports organization Gen.G has partnered with Los Angeles-based bakery King’s Hawaiian in order to create the ‘King’s Hawaiian Slider Sunday Cook-Off’ featuring Evan ‘Raynday’ Rayn, Tricia ‘triciaisabirdy’ Wang, and Jalon.
King’s Hawaiian is entering the world of esports for the first time with this collaboration, despite Gen. G's extensive list of food companies as previous brand partners. Outside of games, King’s Bakery has worked on a variety of marketing alliances with celebrities, including Guy Fieri and NASCAR team RFK Racing.
On November 11th, the tournament will start and be broadcast on the Gen.G Twitch channel. Along with the live stream, the collaboration offers fans a chance to win a trip to one of the bakery's Southern California facilities.
Image Credit: Gen.G
What Makes This Trend Stand Out
- Esports-food Partnerships
- Opportunity for food brands to enter the esports industry by collaborating with teams and broadcasting events to the gaming audience.
- Cross-industry Collaboration
- Opportunity for companies in different industries to collaborate and reach new target audiences, such as food brands partnering with esports organizations.
- Online Giveaways
- Opportunity for companies to engage their audience by hosting online giveaways with prizes that are relevant to their brand and target market.
Sectors Adopting This
- Food & Beverage
- Opportunity for food brands to expand their market by partnering with esports organizations and targeting the gaming audience.
- Esports
- Opportunity for esports organizations to partner with non-endemic brands and offer unique experiences to their audience, such as food-themed events and giveaways.
- Marketing & Advertising
- Opportunity for marketing and advertising agencies to help companies create and execute successful cross-industry collaborations and online giveaways.
