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.
What's Driving This Trend
- 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.
- Gamification of Food Promotions
- Opportunity for brands to integrate game mechanics and incentives into food campaigns to increase engagement and build brand loyalty.
- 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.
Who This Affects Most
- Food and Beverage
- Opportunity for food and beverage companies to leverage pop culture and partnerships with popular franchises to create innovative marketing campaigns.
- Gaming and Entertainment
- Opportunity for gaming companies to expand their reach and monetize by partnering with food and beverage companies to create themed products and promotions.
- Social Media Marketing
- Opportunity for social media agencies to work with food and beverage brands to develop and execute impactful campaigns that resonate with consumers and drive sales.
