Today’s kids are growing up in a digital-first world, where their attention is captured by immersive, interactive experiences that speak their language. Understanding this shift, Nick has consistently redefined how it connects with young audiences, creating unforgettable moments that blend fun with innovation. Its recent collaboration with CreM Treat took this commitment to a new level, adding a delicious twist to engagement. By seamlessly integrating CreM Treat’s iconic cream buns into the Run with Motu Patlu mobile game, Nick turned a beloved adventure into a dynamic brand experience that resonated powerfully with kids.
This wasn’t a simple logo placement or ad insertion. The collaboration reimagined the Run with Motu Patlu universe to incorporate CreM Treat’s identity at every touchpoint. From in-game billboards and collectible branded items to a customized start screen, the game felt like an extension of CreM Treat’s world. Accessing the game was equally innovative, kids could scan QR codes on CreM Treat packaging to dive into the adventure, bridging the gap between the physical and digital worlds.
The campaign achieved remarkable success, with 1.8 lakh QR code scans in just eight weeks, reflecting its widespread appeal among young audiences. It garnered 32.7k registered users, who spent an average of 2 minutes and 37 seconds per session, demonstrating strong engagement. Additionally, the game recorded 10.6k Monthly Active Users, indicating its ongoing popularity. Amplified by buzzworthy on-air promotions and an Instagram campaign that generated over 1.5 million views, the collaboration not only drove engagement but also elevated CreM Treat to a household name among families across India. Recognized for its creativity and effectiveness, the campaign earned the prestigious GAMEXX Award for Integrated Gaming Campaign, cementing its place as a standout example of innovative brand integration.
Commenting on the partnership, Vikran Sabherwal, Head of Marketing, Bimbo Bakeries India said, “CreM Treat presents Run with Motu Patlu Game was a great initiative which has impacted engagement and imagery of our core TG positively. The seamless integration of Crem Treat into the game, from branded visuals to interactive elements, brought our brand to life in an innovative and impactful way. We were very happy partnering with Nickelodeon to create this immersive and engaging world for our audience.”
This partnership exemplifies how brands win when they stick with Nick. By blending fun, flavour, and interactivity, the campaign set a new standard for in-game advertising, proving that creativity and strategy can unlock limitless possibilities for meaningful audience engagement. It also serves as a testament to the power of unique brand partnerships, making it clear that when entertainment meets innovation, success is inevitable.
