'Milka Biscuit Run' is a Board Game Featuring Advertising Characters
Laura McQuarrie — April 18, 2018 — Life-Stages
References: adweek
While there are some advertising characters that have their time in their spotlight and may never be seen again, confection brand Milka worked with Wieden + Kennedy on a limited-edition 'Milka Biscuit Run' board game featuring some of its brand mascots.
Some of the fun characters that come in the form of playable figurines in the family-friendly game include a clock, a bear and an owl. As the brand aims to promote tenderness and moments of genuine human connection, it saw a board game as a novel way to encourage bonding and communication—all the while tapping into the popularity of board game cafes and low-tech crowdfunded board games.
The game gets players yodeling, miming and dancing, as well as cracking up with plenty of laughter.
Some of the fun characters that come in the form of playable figurines in the family-friendly game include a clock, a bear and an owl. As the brand aims to promote tenderness and moments of genuine human connection, it saw a board game as a novel way to encourage bonding and communication—all the while tapping into the popularity of board game cafes and low-tech crowdfunded board games.
The game gets players yodeling, miming and dancing, as well as cracking up with plenty of laughter.
Trend Themes
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Limited-edition Board Games — Creating limited-edition board games featuring brand mascots can create a sense of exclusivity and generate buzz for the brand.
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Promoting Human Connection — Using board games as a tool to encourage bonding and communication aligns with the brand's aim to promote tenderness and genuine human connection.
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Popularity of Board Game Cafes — Capitalizing on the popularity of board game cafes can provide an opportunity to create a new revenue stream or partnership for the brand.
Industry Implications
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Confectionery — Confectionery brands can explore the potential of creating board games featuring their advertising characters to engage consumers in a unique and interactive way.
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Advertising Agencies — Advertising agencies can collaborate with brands to develop limited-edition board games as a creative marketing strategy that captivates audiences.
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Entertainment and Leisure — The entertainment and leisure industry can tap into the growing trend of board game cafes and offer unique gaming experiences to attract customers.
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