Coatsink, the publisher of Cake Bash, reached out to Jelly looking for help to raise the profile of the their new IP in the build up to – and beyond – its release. Whilst food and gaming goes hand in hand (just take a look at all the fast food, soft drinks and energy snacks crossovers for proof) we wanted to devise a plan of action that truly emphasised the sweetest, and most quintessentially British, elements of Cake Bash. Our target audience was the UK, which naturally led to us partnering with Great British Bake Off finalist Alice Fevronia, who hosted a series of baking challenges on her social media channels.
As well as sharing content outward on her channels, Alice encouraged her followers to submit their own photos of their themed cakes for a chance to win prizes – a very effective way of getting Cake Bash in front of a large audience of casual gamers that had the added benefit of being verified confectionery fans!
To ensure that we didn’t stray too far away from gaming, we engineered a collaboration with gaming hardware brand HyperX who provided giveaway prizes and additional exposure. Marketing alliances like this can add authenticity to a brand, as well as widening reach, both of which are particularly useful for a series that doesn’t have years of history to build on.