KitKat’s partnership with Candy Crush Saga offers a useful case study in what happens when brands stop treating collaboration as a media shortcut and start treating it as a creative discipline, building an experience around a shared consumer truth rather than simply placing two familiar logos beside each other.
Tag: xbox
Xbox’s ad-supported cloud gaming tier is not a pricing experiment. It is a signal that gaming is about to behave a lot more like media, and a lot less like a closed ecosystem.
Consumers do not buy strategies. They buy stories, and the brands that endure are usually the ones that never stop telling a clear one.