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.