# Co-Branded Confection Campaigns These Mike and Ike and Hot Tamales Candies Celebrate NBA 2K17 By Michael Hemsworth | Published 2017-02-22 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/mike-and-ike References: [trndmonitor](https://trndmonitor.com/candy-news-mike-and-ike-and-hot-tamales-brand-candies-teamed-up-with-paul-george-to-introduce-a-new-line-up-of-nba-2k17-promotional-packages/) & [2k](http://www.2k.com/) 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](https://www.trendhunter.com/trends/juicy-drop-mashups), 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. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 26% | Activity: 18% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) ## Key Themes ### 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. ## Related on Trend Hunter - [Basketball-Themed Chocolate Treats](https://www.trendhunter.com/trends/yowie-and-the-nba.md) - [Multi-Textured Candy Products](https://www.trendhunter.com/trends/shaqalicious-slams.md) - [Festive Holiday-Ready Candy Products](https://www.trendhunter.com/trends/mike-and-ike-merry-mix.md) - [Video Game-Themed Candy Branding](https://www.trendhunter.com/trends/the-hershey-company-and-nintendo.md) - [Spooky Sour Candy Products](https://www.trendhunter.com/trends/mike-and-ikes-sour-spooky-treats.md) - [Candy-Backed Esports Tournaments](https://www.trendhunter.com/trends/dignitas.md) - [Candy-Filled Gaming Experiences](https://www.trendhunter.com/trends/candy-filled-gaming.md) - [Basketball-Themed Candy Toy Treats](https://www.trendhunter.com/trends/kinder-joy-x-nba-eggs.md) - [Candy Bar Basketball Promotions](https://www.trendhunter.com/trends/reeses-ultimate-basketball-team.md)