Welcome to the automated Brand Tracker diaries.
Can ghosts game? This Halloween campaign is dying to find out
Source: https://www.marketing-interactive.com/can-ghosts-game-this-halloween-campaign-is-dying-to-find-out
Goal: Engage players with a Halloween-themed character and paranormal investigations
Claim: Can ghosts game too?
Media: Digital, social channels, in-game activations
Summary: Supercell's Hay Day is launching a Halloween campaign that explores whether ghosts can play games, featuring a séance at Cogges Manor Farm led by paranormal investigator Yvette Fielding. The campaign introduces a new character, 'The red revenant', and combines elements of cozy farming with paranormal entertainment, catering to the audience's growing interest in horror and haunts. It aims to provide an unexpected entertainment experience beyond a typical character launch.
MENA’s Creative Pulse – Top Campaigns
Source: https://communicateonline.me/top-list/menas-creative-pulse-top-campaigns/
Goal: To engage gamers by integrating Jeep's off-road identity into gaming culture
Claim: Gamers don’t restart, they regroup
Media: In-game experiences, online streaming
Summary: The 'Rescue Squad' campaign by Publicis Middle East for Jeep Middle East transformed the frustration of getting stuck in a game into an engaging experience by using real-world camaraderie of off-roading. Saudi streamers played a key role in rescuing stranded players with virtual Jeep convoys, while a custom in-game showroom and giveaways of real-world recovery gear linked gaming culture with Jeep's off-road brand identity.
Havas Play and iion partner up to launch Havas Play:able
Source: https://stoppress.co.nz/news/havas-play-and-iion-partner-up-to-launch-havas-playable/
Goal: To create branded experiences that encourage audience participation.
Claim: Every ad should be an invitation to play, interact, and engage.
Media: Gaming, digital and social environments
Summary: Havas Play has partnered with iion to launch Havas Play:able, a platform designed to help brands in ANZ and APAC engage audiences through interactive, playable ads. By combining Havas Play's expertise in culture and entertainment with iion's technology, the initiative aims to transform passive advertising into participatory experiences. This partnership addresses the traditional barriers to playable advertising, enabling brands to create casual gaming experiences more efficiently.
Ikea brings Kallax shelving unit to Skyrim as a character solving a real storage problem
Goal: To provide gamers with a storage solution within 'Skyrim'
Claim: Infinite inventory capacity for gamers
Media: Video game integration
Summary: Ikea has launched a campaign called 'Kallax Storageborn' in collaboration with Mother and Kinggath Creations, transforming their Kallax shelving unit into a character in 'The Elder Scrolls V: Skyrim'. This character addresses inventory management issues within the game, offering gamers unlimited inventory capacity and instant home organization mechanics, tapping into Ikea's expertise in home organization. The activation serves as a solution to a long-standing debate among players about storage challenges in the game.
Intimate Hygiene and Gaming? Chilly’s Campaign Surpassed Goals by 400%
Goal: Engage women aged 18 to 44 through gaming.
Claim: Intimate hygiene should be a joyful and uncomplicated part of daily routine.
Media: POGGERS platform, articles, display formats, RECAP news show, DUNGGEON Podcast
Summary: The intimate hygiene brand Chilly collaborated with agency WPP Media to target women aged 18 to 44 through an innovative gaming campaign, surpassing goals by 400%. The campaign was centered around sponsoring the VRUM Championship, a popular go-kart race involving female influencers, indicating that women are an active part of the gaming community. Following the success of the initial phase, which exceeded expectations with over 1.2 million impressions, the campaign aims to continue with a focus on empowering women in gaming.
LEGO and Sony recreate the original PlayStation in block format
Source: https://www.imagensdemarca.pt/artigo/lego-e-sony-recriam-playstation-original-em-formato-de-blocos/
Goal: Celebrate the nostalgic connection between LEGO and PlayStation games.
Media: Direct distribution through brand channels
Summary: LEGO Group and Sony Interactive Entertainment collaborate to create a large-scale replica of the original PlayStation console, consisting of 1,911 pieces. The model is designed with interactive and historical details, set to be available on October 1, 2026, through phased distribution via both brands' direct channels.
The Book Fair Launches Flippra to Unite Games and Literature
Source: https://www.resume.se/marknadsforing/kampanj/spel-moter-litteratur-nar-bokmassan-lanserar-flippra/
Goal: To bridge the gap between literature and gaming.
Claim: Flippra is a kind of Tinder for storytelling.
Media: Digital platforms, social media
Summary: Bokmässan is launching Flippra, a digital service that connects literature and gaming by matching books and games based on themes and narratives. The initiative aims to engage new audiences with reading and encourage literature lovers to explore storytelling in video games. The campaign features contributions from creators in the gaming community.
XBOX and IKEA Launch the YXSTABY Gaming Collection
Source: https://pub.be/fr/xbox-et-ikea-lancent-la-collection-gaming-yxstaby/
Goal: Launch a gaming collection
Summary: XBOX and IKEA have launched the YXSTABY gaming collection, aimed at enhancing the gaming experience with furniture and accessories.
Ikea and Xbox bring the gaming universe to home decor with the Yxstaby collection
Source: https://www.reasonwhy.es/actualidad/ikea-xbox-universo-gaming-decoracion-hogar-coleccion-yxstaby
Goal: Integrate gaming into home decor
Summary: Ikea and Xbox have launched the Yxstaby collection, which combines the gaming universe with home decoration, aiming to enhance the living space for gamers.
AI in the ring — Riyadh to host region’s first humanoid kickboxing tournament
Source: https://www.arabnews.com/node/2656460/saudi-arabia
Goal: Introduce a new competitive event combining robotics and esports
Claim: The first humanoid kickboxing tournament
Summary: Hero Esports will launch the first humanoid combat tournament, named the Cyborg Hero Tournament, in Riyadh on September 9, featuring humanoid robots piloted by professional esports athletes in a kickboxing format. This initiative marks a strategic shift for Hero Esports as it explores the future of gaming and competition.
That’s Fine: ‘Atelier Ryza’ AI App Faces Subscription Registration Complaints
Source: https://www.advertimes.com/20260826/article555115/
Goal: Launch an AI chat application for user interaction with game character
Media: App Store, social media (X)
Summary: The AI application 'RyzaChat: AI' related to the popular RPG 'Atelier Ryza' was launched on August 25, causing some dissatisfaction among users due to unclear subscription options. The campaign aims to provide an interactive RPG experience where users can converse with the character Ryza, navigating different game elements. Amidst discussions of regulatory changes on dark patterns affecting user decisions, there are expectations for clearer UI design in subscription services.
74% of Mexican Gamers are Multi-Platform Users
Source: https://www.adlatina.com/digital/el-74-de-los-gamers-mexicanos-es-multiplataforma
Goal: Analyze gamer behavior in Mexico
Media: Smart TVs, Streaming Services
Summary: Samsung Ads conducted a study analyzing the behaviors of gamers in Mexico, revealing they spend over 145 million hours a month on Smart TVs playing games and watching content. The study highlights that 74% of gamers are multi-platform users, engaging with at least three platforms including video games and streaming services. The data indicates a significant demographic of gamers, with a majority being men aged 35-44. Additionally, gaming habits vary by day, with Sunday being the top day for gaming sessions.
McDonald’s Enters the Worlds of Xbox with a Campaign That Brings Video Games to the Menu
Goal: To connect the gaming universe with fast food through a limited menu inspired by popular video games.
Media: Mobile application for rewards and exclusive content
Summary: McDonald's has launched a campaign titled 'Side Missions' in collaboration with Microsoft and Xbox, introducing limited edition menu items inspired by popular games such as Halo, Fallout, Forza Horizon, Overwatch, World of Warcraft, and Candy Crush in the UK and Ireland. The initiative allows gamers to experience elements from these universes through food, while also offering digital rewards and exclusive content for the associated games via the McDonald's app.
Six gaming worlds gathered around the same table at McDonald’s
Source: https://www.media-marketing.com/vijesti/sest-gaming-svjetova-naslo-se-za-istim-stolom-u-mcdonaldsu/
Goal: To blend gaming worlds with the McDonald's experience.
Claim: Virtual worlds come to McDonald's.
Media: Television, digital channels, social media, outdoor advertising, MyMcDonald's App
Summary: McDonald's has partnered with Xbox and the agency Leo UK to create the 'Side Missions' campaign, which integrates characters from six gaming franchises into its menu. Instead of players bringing McDonald's into their gaming worlds, the campaign allows these virtual worlds to intersect with the physical McDonald's experience. The campaign includes teasers, a hero film featuring characters from the games, and unique in-store experiences, encouraging fans to embark on their own 'side missions' to visit McDonald's.
It Happens on PS5 no longer speaks only of gaming, but announces what comes next
Goal: Promote upcoming and available games on PlayStation 5
Claim: The most exciting period for PS5 is just beginning
Media: Global presence on social and digital channels, outdoor advertising, creator content
Summary: The 'It Happens on PS5' campaign, reintroduced by Sony Interactive Entertainment, focuses on promoting specific games available or coming soon to the PS5, merging cinematic experiences inspired by gaming with references to major titles. The campaign includes innovative installations and local activations partnered with various games, enhancing the brand's visibility and excitement for the console.
Fuzed demonstrates how gaming and movement can collaborate
Source: https://www.resume.se/marknadsforing/kampanj/gaming-ska-fa-fler-barn-att-rora-pa-sig/
Goal: To show that gaming and physical activity can go hand in hand
Claim: The screen can become a driving force to get more children moving
Summary: Fuzed is launching the 'Fuzed & Friends' concept during Stockholm's Culture Festival to demonstrate that gaming can be combined with physical activity. The initiative, featuring partners like Dreamhack, Nike, and Stadium, aims to change the culture around screen time and encourage movement among children. CEO Karl Sergel emphasizes the need to address the issues of excessive screen time and insufficient physical activity in children.
The Couch that Introduces FIFA to Gaming Culture
Source: https://www.media-marketing.com/vijesti/kauc-koji-fifa-u-uvodi-u-gaming-kulturu/
Goal: To engage a new audience through gaming and digital content
Media: TikTok, YouTube, streaming platforms, pop-up events
Summary: The FIFA Gaming Couch campaign is a six-week adventure that merges gaming culture with the FIFA World Cup, featuring a journey across America with various sports and gaming personalities. The campaign includes episodic content, interactive pop-up events, and collaborations with platforms like Netflix and TikTok, aiming to reach new audiences who engage with football through games. It marks a broader shift in FIFA's digital strategy, promoting new games and integrations.