With this alliance, Crayola seeks to boost its “Crayola Toys” line, a toy division that maintains the ability to draw and customize with crayons and markers, which links up with Roblox to create a world where you can adopt, bathe, customize and play with the “Pets”, the brand’s physical toys.
Heineken and F1 also compete in the virtual world
Other companies that are generating strategies around gaming are Heineken and the Formula 1 game, developed by Electronic Arts, as the beer brand announced an initiative called Player 0.0 as an extension of the agreement it has globally with Max Verstappen and the relationship with F1.
This is an extension of its social responsibility campaign “When you drink, never drive”, which has been carried out with different Formula 1 drivers such as Checo Pérez or Nico Rosberg and which Verstappen is joining this year. However, this time it was extended to the virtual world through the F1 2022 simulation video game.
Although this action seems anchored to traditional competition, the fact of taking steps towards videogames extends from a perspective in which the brand, in the words of Rosamaría Treviño, Heineken 0.0 brand manager, detected that adult gamers tend to accompany their games with a beer and by doing so with their non-alcoholic brand can support the goal of responsible driving.
Coca Cola and League of Legends enter the combat arena
Although marketing strategies are usually focused on the participation of brands in the digital environment, Coca Cola and League of Legends generated an alliance in reverse.
Currently, LoL is one of the games with the longest history in the world of esports, as it has reached audience records of 5 million viewers just in the World Cup final in 2022.
This has brought with it a history of brands being linked to the game, for example, with Tiffany to design the trophy or Mercedes Benz for the rings awarded to the winner of the last edition of Worlds and now Coca Cola moved its shelves to the game.
The relevance of this action comes from the creation of a special flavor of the soda with reasons for the experience points you earn in the game. With this they seek to attract players and fans to purchase the special edition, however, the possibility of bringing strangers closer to the virtual world also has an impact on new players.
This Coca Cola initiative shows the relevance of LoL in popular culture and no longer as a specific niche, but rather demonstrates the intersection between video game culture and brand values.
As gaming continues to be a mainstream form of entertainment, brands have realized that aligning themselves with this culture can increase their visibility and credibility among audiences, who no longer recognize themselves as just young people, but as a broad sector of themselves. the population, with very different tastes, ages and habits.