Lia Fukuda, the company’s brand manager in Brazil, talks about Cup Noodles’ activations to get closer to the geek audience
Nissin is present for the fourth consecutive year at BGS (Brazil Game Show) through the Cup Noodles brand. Lia Fukuda, brand manager at Nissin Foods do Brasil, explains the company’s interest in the gaming public. In this edition, Cup Noodles has a collab with the game Genshin Impact. At the stand created by the Mutala agency, visitors will find a circuit with challenges inspired by the game and special gifts.
“We hope to connect even more with the geek universe, so that we can provide a vivid and interesting experience for all Cup Noodles consumers and Genshin Impact fans”, highlights Lia.
DNA gamer
BGS has an essentially gamer DNA and is a fair that brings together a
public which is very important for the company. Just as we marked
present at major events such as The Town and RIR, Nissin, a brand
leader in the instant noodles segment, guarantees interactive space,
for the 4th consecutive year, at BGS. This year, with an unprecedented partnership
between Cup Noodles and the famous game Genshin Impact. That’s because Cup
Noodles are a practical product, which is ready quickly and can be the
ideal partner for the gamer who doesn’t want to waste even a minute while
play and not even dirty the controller while satisfying your hunger.
Expectations
We want to be increasingly closer and connected to our audience.
Bringing all the benefits of our products, such as practicality, flavor and
quality, in an assertive way for those who identify so much with the
brand and consume the products, it is, without a doubt, an excellent opportunity. Our presence at BGS allows us to offer a unique experience for gamers, bringing the universe they only see on screen to experience in life.
real. More than a practical product, this year Cup Noodles wants to bring
a moment of fun, where the public can identify with the brand
and interact with our products and Genshin Impact characters. We hope to connect even more with the geek universe, so that we can provide a vivid and interesting experience for everyone
Cup Noodles consumers and Genshin Impact fans.
Results
In previous years, in addition to offering our complete portfolio so that
consumer could experience while enjoying the fair, we brought
new features such as the Nissin Yakissoba UFO line, which debuted in
events at BGS22 and also the opportunity to enjoy unique moments
with our consumer through differentiated activations that
transport the gamer universe to real life. At BGS22 everyone who
interacted with the brand, they received a Cup Noodles helmet, they were
more than 6 thousand helmets circulating around the fair.
Collab
To delight visitors, Nissin presents an exclusive stand, with
elements and characters from Genshin Impact, with a circuit full of
challenges inspired by the game to guarantee special gifts. Upon awakening the
public curiosity and invite them to participate, the initial mission consists of
in identifying the ingredients that are part of the Cup Noodles recipe.
After solving the mystery, players choose a card to give
beginning of the hunt, which leads to other surprising stages, such as the mini
games inspired by the cube puzzles of Inazuma, the region that
refers to Japan, within the game Genshin Impact. In addition to the interactive dynamics at the stand, visitors will have access to the store with all products from the Cup Noodles line for a more complete experience. There, they will also be able to follow the
performance of Genshin Impact cosplayers and acquire combos with
cup holder from this collab.
Communication
The Dentsu agency, together with Genshin Impact fans, is responsible
for producing the film and the creative campaign for BGS23. Already
The Mutala agency is in charge of the activation actions at the stand.
historical
This is our fourth edition of BGS. For some years now we have been providing
attention in the gaming public, increasingly trying to offer flavors
different for this audience, which is always looking for new things.
With a portfolio of 12 flavors with Cup Noodles, we aim to bring
products that are practical to prepare, ready in a
short time and do not require utensils, guaranteed options
interesting for gamers who don’t want to pause the game for a long time
to satisfy hunger.
