It’s been a busy yr for multimedia cross-promotional campaigns, with many excessive profile IP from exterior the video games business realising the value of showing inside it. From cellular video games turning into animated sequence to toy sequence launching in Roblox, plainly video games featured in each large media plan in some type or one other by 2023.
The newest worlds to collide are cinema and cellular (in what’s turning into a development), with Warner Bros. Photos and Zynga partnering to introduce Wonka characters and film promo into the much-loved Phrases With Buddies 2.
Chocs-promotion
After a world premiere in November, Wonka formally opened in cinemas final week within the UK and has a US launch set for this Friday, December 15. And in a promotional transfer akin to Barbie this summer time, a cellular gaming partnership has been solid to leverage the various cellular eyes on Phrases With Buddies 2 and get them trying up on the large display quickly.
Beginning right now, gamers can look forward to finding unique challenges, restricted rewards and movie-related content material in Phrases With Buddies 2, with the reveal showcasing language like “hoverchoc” as playable on the board.
Gamers may even compete with Timothée Chalamet’s Wonka himself, with an unlockable Wonka-themed body because the reward for beating him twice.
The Zynga and Warner Bros. partnership guarantees to convey crossovers between Wonka and different cellular titles too, although which different video games could also be included stay a thriller for now.
“Zynga is worked up to proceed our ten-year historical past of profitable collaboration with Warner Bros. by bringing the world of Wonka to gamers in Phrases With Buddies and different titles throughout our portfolio,” mentioned Zynga govt vp of video games Yaron Leyvand.
“We’re at all times searching for new methods to convey partaking experiences to our gamers, and alluring our neighborhood to work together with one of many world’s most beloved characters is an ideal golden ticket vacation shock.”
Warner Bros. Photos EVP of worldwide digital advertising Cameron Curtis added: “Wonka is among the most extremely anticipated films this vacation season. By combining it with Zynga and 4 of their video games, together with Phrases With Buddies – an evergreen cultural sensation that has related hundreds of thousands of gamers for over a decade – we’re creating distinctive alternatives for engagement that unite gaming and movie followers throughout the large display and cellular units.”
As a part of the Barbie film’s cross-promotional marketing campaign, Mattel and Scopely partnered to introduce the titular protagonist into the massively profitable battle royale Stumble Guys. Given the film’s total success, and now with Wonka using an analogous technique, one has to surprise if such campaigns are setting a precedent for 2024.
