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Backstreet Boys x The Sphere Las Vegas Residency Promotion (Global Merchandising Services)
The Backstreet Boys Pop-Up Experience x The Venetian x Sphere Las Vegas Residency Licensing & Retail Promotion set a new benchmark for music-driven promotions by transforming a concert residency into a city-wide fan experience. As the first pop artist act to headline Sphere, the band launched a multi-category licensing strategy spanning fashion, food, nightlife, experiential retail, and live entertainment. Partners including Anti Social Social Club, Crumbl, Area15, Madeworn, Golden Tiki, Aviator Nation, and the Vegas Golden Knights delivered limited-edition products, themed experiences, and exclusive activations that engaged both ticketed fans and the broader Las Vegas visitor audience. The Backstreet Boys pop-up at The Venetian became a central hub, driving strong foot traffic, high-demand merchandise drops, and social-first moments through memorabilia displays and interactive installations. This record-breaking, multi-million-dollar, integrated, fan-first promotion stands out for its originality, scale, and impact—demonstrating best-in-class licensing that amplified a residency into a top destination-defining experience.
Bauducco x PlayStation Golden Cookie Promotion
Considered one of the best promotions in Bauducco’s history, this campaign reimagined cross-category marketing by fusing gaming and snacking to celebrate PlayStation’s 30th anniversary. Consumers who purchased Bauducco cookies could instantly win PlayStation 5 consoles, gaming chairs, headsets, PlayStation Store gift cards, and a grand prize trip to California.Launched live on the Gamescom stage and fronted by gaming legend Gaules. The Bauducco x PlayStation Golden Cookie promotion featured immersive in-store activations and an interactive robot that guided shoppers and enabled PS5 gameplay at the Bauducco Mega Store. Livestreams, social buzz, and strong retail visibility helped the campaign connect with younger, tech-oriented audiences. The results were outstanding and included 56% sales growth, 36% above target, 67 million organic views, over 300 fan videos, and 90 PR stories. By turning a cookie into a collectible quest, Bauducco created a moment uniting two beloved brands through creativity and engagement.
The Earl Grey Tea Series (ARTiSTORY)
Inspired by Lewis Carroll’s classic Alice’s Adventures in Wonderland and housed in the British Library, CHAGEE reimagines the historic British afternoon tea ceremony through Alice’s whimsical perspective. It presented the Afternoon Earl Grey Fresh Milk Tea series in Malaysia and Singapore, with massive pop-up stores in Pavilion KL, Kuala Lumpur and VivoCity, Singapore. This launch turned a familiar flavour into an immersive, culture-led “experience product” by pairing authentic British authority with modern escapism storytelling. The launch of the Earl Grey tea series, in collaboration with the British Library, was supported by press outreach and media sampling of drinks and merchandise. This resulted in considerable online and social media coverage, including features from top-tier F&B outlet hungrygowhere and a detailed activation story by Marketing Interactive.The total engagements was about 1,067,227 and the total reach was about 17,746,896, with approximate impressions reaching 81,500,000.
Red Bull Tetris: From Phone to Drone
Two global brands united to transform a legendary puzzle game into a worldwide competitive spectacle. With the tagline From Phone to Drone, Red Bull Tetris was a six-month promotion inviting players around the world to compete in a custom version of Tetris for the chance to represent their nations on the world stage. The result: more than seven million games played across 60 countries. To encourage discovery, sharing, and sustained engagement, the campaign deployed a series of breakthrough tactics, including limited-edition Red Bull Tetris Cans with QR codes unlocking instant gameplay, a special version of The Red Bulletin magazine with a fully playable Tetris game on its cover, a limited streetwear collaboration with Suspicious Antwerp, and a custom can-shaped Red Bull Tetris handheld. The campaign culminated at the World Finals at the Dubai Frame, where over 2,000 drones created the largest game of Tetris ever played, delivering an unforgettable global moment.
Paddington with Singapore Airlines (CAA Brand Management)
Arriving with his suitcase and his love for exploration, Paddington partners with Singapore Airlines to invite travelers to explore the world in style. The Singapore Airlines x Paddington Bear collection features travel essentials such as luggage, luggage tags and straps, packing cubes, cosmetic pouches, and more, blending Paddington’s adventurous spirit with Singapore Airlines’ iconic batik motif. The exclusive range of Paddington merchandise is available on the KrisShop Batik Label online shop and in the skies onboard all Singapore Airlines flights. The collaboration extends offline at the Swissôtel The Stamford’s SKAI Restaurant, where the collection is also available at the same time as the restaurant’s themed afternoon tea experience, integrating the travel experience from the skies with the famed restaurant. Launching in September 2025 and continuing until the end of 2026, the partnership brings Paddington to new heights in Southeast Asia, blending his signature charm with Singapore Airlines’ elegance.
Peanuts Starbucks Promotion
In March 2025, Starbucks and Peanuts came together to launch a first-of-its-kind global campaign that celebrated kindness, coffee, and community in more than 80% of its markets around the world. Featuring Snoopy persona Joe Kind, the program coincided with Starbucks’ Global Month of Good. The program was available in 30,000 stores globally and reached over 3.5 billion fans via social media. The co-branded products (many of which sold out within days) included a variety of drinkware and totes, with digital extensions in the Starbucks app and owned social channels. In some territories the promotion extended to custom drinks and food.
THE SEVEN KINGDOMS EXPERIENCE
The Seven Kingdoms Experience—a Game of Thrones-themed licensed promotion from Scientific Games—truly ruled the realm. The epic promotion began with innovative Game of Thrones retail scratch, Fast Play, and digital lottery games and ended with nearly 100 lottery players and their guests from nine U.S. lotteries journeying to Napa Valley for The Seven Kingdoms Experience. The lucky players had entered their Game of Thrones lottery tickets into an online second-chance promotion to win the trip to participate in this once-in-a-lifetime branded experience. Against the backdrop of a medieval castle, winners were grouped into seven noble “Houses” (Baratheon, Greyjoy, Lannister, Mormont, Stark, Targaryen, and Tyrell) inspired by one of the most-watched HBO television series of all time. Across four days of feasting, winetasting, and touring, they took home more than $1.69 million in cash prizes, earned through multiple rounds of brand-immersive games—including live jousting!
Which FRIEND are you?
Between October 2025 and March 2026, Warner Bros. Discovery Global Consumer Products and McDonald’s brought FRIENDS to life with the global launch of the FRIENDS Adult Meal. The 360-degree campaign was available in over 10,000 restaurants across more than 60 markets, reaching fans across Europe, the Middle East, LATAM, and APAC. The limited-time collaboration blended nostalgia, fandom, and food in a uniquely McDonald’s way. The FRIENDS Meal featured Monica’s Marinara Sauce, a collection of six exclusive character collectibles, and four exclusive mugs inspired by the show’s most iconic moments—including the legendary orange couch, Monica’s peephole frame, and the fountain from the opening credits. Each figurine highlighted a classic FRIENDS moment, including Ross with Marcel; Rachel at the coffee counter, Monica in chef mode, Phoebe with her guitar, and Chandler and Joey with the chick and duck. The result was a culturally resonant, globally scalable launch that turned everyday orders into moments of connection, conversation, and classic FRIENDS humour.
