CASE STUDY: Sanrio x Fall Guys
SANRIO
Sanrio is the global lifestyle brand best known for Hello Kitty who was created in 1974, and home to many other beloved character brands such as My Melody, LittleTwinStars, Cinnamoroll, Pompompurin, Gudetama, Aggretsuko, Chococat, Bad Badtz-Maru, Kerokerokeroppi and the British icons Mr. Men Little Miss.
OBJECTIVE
Expand the brand exposure and cross-promotion of Sanrio characters to enhance engagement and revenue growth.
SOLUTION
Create unique digital collaborations, explore partnerships with game publishers, and develop the implementation of Sanrio IPs into the global games market.
RESULTS
A four-week activation within the Fall Guys Season 4 Fame Pass. Hello Kitty was the first Fame Pass star, with the Hello Kitty Costume unlocking immediately upon pass purchase. A second Hello Kitty-inspired “Cutest Friend Costume” was available for all “Fall Guys” players to unlock.
The collaboration stood out as a success, making the Hello Kitty costumes one of the top purchases during the Fall Guys Fame Pass Campaign.
The collaboration stood out as a success within a game that has licensed IPs from Disney, Nickelodeon, Sega, and more.
