F’real, a California-based, blend-it-yourself milkshake and smoothie company, is doubling down on its virtual reality efforts by way of its new mobile app game “F’real Shake Run.” The initiative is designed to keep the 18-year-old in-store retailer brand, which is a subsidiary of Rich’s Products Corporation, relevant as the pandemic has pushed people to spend more time online.
“The name of the game over the last year plus has been the concept of being really nimble and being able to revise your plan and try to make the most of the opportunities where they really exist,” said Hayden Perry, senior director of marketing at F’Real.
The Subway Surfers-style mobile game, which challenges players run and dodge obstacles, is downloaded via a QR code found on in-store F’Real shake machine’s digital screens. To promote the virtual reality initiative, F’real is leaning on popular TikTok creators to challenge their followers to beat their score using the hashtag #FrealAF. There’s also paid media aimed at its Gen Z audience, rolling out across gaming consoles and YouTube, as well as platforms like TikTok, Snapchat and Instagram.
Given the pandemic lockdown, there’s been an uptick in gaming and marketers want in.
“As we move into a world where everything is becoming shoppable, where everything is becoming connected to commerce, it stands to reason that more consumers will also make purchases from mobile game advertising,” said Mason Bates,…