Over the past year, thanks to nationwide stay-at-home orders, the video gaming industry has seen a huge increase in players and revenue. From virtual events taking over streaming platforms like Twitch to customized Animal Crossing avatars, consumers were living life even more online.
So it’s not surprising that f’real, the Emeryville, Calif.-based blend-it-yourself frozen beverage brand, decided to introduce a custom branded mobile game as part of the reboot for its “Choose Your Alternate F’reality” campaign, which also includes TikTok creator activations and a Twitch streaming event.
“As we thought about extending the campaign into new territory this year, gaming simply made sense. We’re focused on building awareness among Gen Z consumers, and we’re able to do that by tapping into the technologies and platforms where they are spending the most time—gaming, in this instance,” explained Hayden Perry, f’real director of marketing. As we’ve seen with other brand activations such as the Bumble Bodega and door-to-door mobile trucks, f’real is meeting consumers where they are—in this case, at the convenience store.
With a purchase at over 20,000 stores across the country, consumers are able to activate, via an on-screen QR code, “f’real Shake Run,” a mobile runner game where players guide their milkshake through the aisles of a convenience store, collecting flavor boosts and dodging obstacles like shopping baskets and bodega cats. To introduce the game, which was developed by digital media and product company Crux, to the brand's Gen Z audience, popular TikTok creators will challenge their followers to beat their high scores.
The mobile game features milkshake characters (Vanilla Bliss, Chocolate Chill, Cake Batter and Cool Mint Chip). Players can switch characters by collecting the flavors, or stick to just one shake to gain extra points and beat their high score.Photo: Courtesy of f'real
As for the livestreaming event, Perry explained that “integrating Twitch into our media mix is a must and will allow us to build and empower our audience by activating our f’real influencer partnerships on the platform. When we think about experiential marketing, live events used to play a large role in our marketing mix, but today with physical distancing and so many new platforms that allow connection that isn’t contingent on being in the same physical location, Twitch made sense for connecting an engaged group of gamers in one place.”
Hayden Perry, f’real director of marketing, said that “our consumers have embraced gaming as a form of escape and a way to socialize and build community based on like-minded interests and shared virtual experiences.”Photo: Courtesy of f'real
