Mike and Ike is tapping esports’ Dignitas to reach young consumers in their new Fortnite collective. By becoming an official candy sponsor, Mike and Ike will be collaborating on two new video series that will be featured on TikTok. The candy staple has long been involved in gaming and even teamed with Philadelphia-based Nerd Street Gamers back in 2019 for competitions involving games like Valorant and now, Mike and Ike is hosting a new Flavor Brawl competition. To continue their esports takeover, the Mike and Ike is tapping Twitch streamers Piero “pgod” Ramirez, Lucas “Dukez” Cardenas, Matthew “Mero” Faitel, Tyla Decker, and Amber “AlarmingAmber” Pettinato. Today, Ramirez kicks off the events on Twitch where “viewers can win Mike and Ike products, in-game Fortnite currency and Dignitas merchandise.” YPulse’s Scouting Next Gen Sports Fans trend report data shows 22% of 13-39-year-olds watch esports tournaments, and another 25% are interested. (Marketing Dive)
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