How did the partnership with Bandai Namco begin? And then for people who really like to curate and present visually-arresting images, of course, Instagram is always a good place. People are just aren’t on one social media platform, but Twitter is the one it seems to be really big for the gamers. But a lot of the visuals, we also saw a lot of cross-posting as well. These were two sites on which we saw the most traction-kind of the breaking news, the “oh my Gosh, I found this Cup Noodles on the shelf, I can’t believe it! Am I really seeing this?” We saw a lot of that on Twitter because it’s just kind of the platform that lends itself to that.
Which social media site was the most popular in showcasing these cups?Īctually, with the hardcore gamers, Twitter is really their go-to social media site, but Instagram is definitely the most visually-oriented, obviously. We really felt like we were on to something, so we felt very confident exploring something in the same vein, but a little bit different this year. We enjoyed seeing people get so excited about these kinds of partnership. The Cup Noodles packages were treated almost as collectibles and we think that is a lot of fun. People were super excited, there were some really funny photos of people clearing out the shelves. We were thrilled to see people posting photos of the packages on shelves with the Dissidia Final Fantasy characters on them. We did it on millions of packages and we collected a lot of responses especially from the social media space. How was the response been in the US with the partnership you did last year? Yes, there is a character in one of the Final Fantasy games that actually wears a Cup Noodles hat and it is something that came about through those connections and friendships that was built up between the two companies in Japan. Has the Nissin Cup Noodle Japan been working with gaming companies for a long time? We feel like, with our roots in Japan, it was just a nice way to bring our love of all things Japanese together into a really fun on-pack promotion. We were thrilled to find the opportunity with the new game, Jump Force, which is a great game that again has that cultural connection to Japan. Last year, was the first time we acted on it in a big way with our first on-pack promotion. We have always had this belief that’s been solidified to what we see on the market about the natural connection between Cup Noodles and gaming. I do think that the roots of Cup Noodles in Japan give it a culture connection and the top video games companies come out of there.
What we hear is Cup Noodles is the perfect gaming food because it’s delicious, warm and satisfying and you can put it down and play your game and pick it up and it’s still hot. It’s something that we’ve seen in consumer research as well as our interactions with consumers in the market place. We really know and believe in the natural connection that gaming fans have with Cup Noodles. Why did you decide to collaborate with Jump Force? What made you want to do the sweepstakes to travel to Japan?
To get a little deeper on their strategies, AList spoke to Jaclyn Park, vice president of marketing at Nissin Foods US, about the Jump Force collaboration and their fan store. A few years ago, Cup Noodles sponsored a local eSports tournament in Southern California. The company has in the past been fairly involved in eSports. Gamers are very attractive to marketers because of the high amount of engagement the content demands and the diversity of the platforms. This is an example of how more non-gaming brands are collaborating with gaming companies. The process is the same for the Jump Force sweepstakes, but instead of getting content, consumers can win a trip to Tokyo, Japan and receive tickets to the Cup Noodles Museum in Yokohama. The packaging had codes for “exclusive in-game downloadable content.” After purchasing a special edition Cup Noodle, fans had to take a picture of their receipt and text it to the number on the package. The noodle brand distributed specially-marked packs featuring characters from the game. division partnered with a gaming company to promote their product. At that point, it was the first time the brand’s U.S. Last year, Nissin Cup Noodles did a similar campaign teaming up with Square Enix to promote Dissidia Final Fantasy NT ahead of its release on PlayStation 4. It’s not the first time the popular noodle brand partnered with a video game creator. Nissin Cup Noodles collaborated with Bandai Namco to promote the highly-anticipated game Jump Force.
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