Brand: Crossy Road, the massively popular mobile game from Australia‘s Hipster Whale that’s distributed on Android by China’s Yodo1 Games (and recently launched a multiplayer version and a branded version with Disney characters) meets Nestle UK’s KitKat chocolate bars.
— Crossy Road (@CrossyRoad) May 8, 2016
What: In a sponsored YouTube challenge and social marketing campaign by KitKat UK, vloggers and social media influencers Miniminter and Tbjzl participate in a real-life Crossy Road challenge, featuring KitKat bars as logs to be crossed over and a KitKat-branded race finish line. As Miniminter posted, “Ad – KitKat asked Tobi & I to review Crossy Road. It was better than we expected…” KitKat UK posted on Facebook: “Find new packs in store and scan the on-pack QR code for the best gaming videos on YouTube… like Miniminter and tbjzl going head to head in real life Crossy Road! #mybreak”
When: Posted on Miniminter’s YouTube channel on May 6th, it now has 1,027,067 (and counting) views. While not the first real-life Crossy Road enactment, it’s getting major cross-promotion on social media by its YouTube stars and KitKat UK.
Why: The three-minute online branded entertainment film (above) not only promotes Crossy Road but also promotes KitKat’s #mybreak campaign (making break time fun) and new packaging, which include QR codes that take users to YouTube content.
— KITKAT (@KITKAT) May 4, 2016
— KITKAT (@KITKAT) May 9, 2016
In opening to brands and focusing on YouTube, where reviewers like PewDiePie rule, Crossy Road may be taking a page from Disney’s mobile marketing strategy, which “revolves around what they want to do with influencers… Disney’s mobile games head Chris Heatherly told VentureBeat that they were investigating ways to build mechanics into their mobile games that would encourage people with large social followings to remain in-game. “One thing we’d like to do going forward is, how do we build mechanics into our games that allow influencers to be an active part of the community and help manage their own micro-communities within our games,” Heatherly said. “That’s a whole thread we’re thinking about.”