Angry Birds 2: Hostess Twinkies and other treats participate in late summer gaming promotion

By Gill Hyslop contact

- Last updated on GMT

Hostess Twinkies are one of the products taking part in the collaborative gaming and sweepstakes campaign with Angry Birds.
Hostess Twinkies are one of the products taking part in the collaborative gaming and sweepstakes campaign with Angry Birds.

Related tags: Hostess brands, Angry Birds, Brand Licensing Europe, character licensing, Rovio Entertainment, Twinkies, Hawaii, Promotion

Hostess Brands has partnered with Rovio Entertainment in a joint gaming and sweepstakes campaign, ahead of the launch of Angry Birds 2 in 2019.

The Twinkies, Ding Dongs and Ho Hos maker first signed a partnership deal with the global entertainment company last year, which allowed Hostess products to appear in an Angry Birds game.

The latest collaboration sees a range of the bakery’s popular treats promoting a new campaign, which enables US consumers who download Angry Birds Match to receive free Gems for a limited period.

The booming business of brand licensing

According to Steven Ekstract, group publisher of Licence Global, brand and character licensing is a $262bn business that is attracting a growing number of food and beverage brands.

“The brand can actually help you sell more and get a premium for your product,”​ he told BakeryandSnacks at last year's Brand Licensing Europe (BLE). 

“F&B is one of the fastest-growing and most robust categories within licensing... but it's also incredibly innovative and dynamic,”​ ​added Alice Knight, BLE brand director.

This year, BLE 2018 will focus on food and beverage. The show is taking place at London Olympia, UK, from October 9-11, 2018.

The Gems (with a $4.99 value), are a form of currency in Angry Birds Match that can be used to purchase keys to unlock premium chests, refill lives or purchase boosters or even extra moves for the different levels.

Win a trip to Hawaii

Selected Hostess treats are also promoting a sweepstake with a grand prize of a trip for four people to Hawaii through Delta Vacations. The five-day trip includes return flights to Oahu, accommodation and airport transfers.

“Gamers, snackers and travelers alike will unite in their shared enjoyment of this interactive partnership,”​ said Keith Keith Peterfeso, brand director for All Day Snacking, Hostess Brands.

“We are thrilled about this interactive collaboration with Hostess as it links together both the physical and digital worlds of Angry Birds, and brings together fans of both brands,”​ added Simo Hämäläinen, senior vp, Brand Licensing, Rovio Entertainment.

“With this gem giveaway, new Angry Birds Match players can test their match-three gaming skills with Hatchlings, the lovable little birds that you can see more of in ​Angry Birds 2, coming to theaters in 2019.”

Full sweepstakes rules and guidelines can be found on selected multipacks of Hostess CupCakes, Twinkies, Ding Dongs, Ho Hos, Raspberry Zingers and Hostess Cinnamon Streusel Coffee Cakes.

Spark Alliance Marketing worked with Hostess on the concept and execution of the promotion.

Free Gems are only available to players in the US until August 28, limited to new game downloads only and one per person.

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