SoBe is teaming up with Mike Tyson to add more action to its new ‘Try Everything’ campaign, launched in May. The well-known boxer joined the roster of celebrities who were tapped for the new marketing initiative—this list includes the names of actresses Hilary Duff, Jessica Szohr, model Kate Upton (she has been featured in the brand’s animated ad on Pandora, the first-ever ad of this kind on the website) and baseball player turned musician Bernie Williams. To promote the new marketing effort and encourage its fans to broaden their outlook by being open to new experiences, the brand got into the updated version of the ‘Mike Tyson: Main Event’ iPhone game—the new extension was created in collaboration with iPhone game developers RockLive, Omnicom’s OMD Gaming and OMD’s Ignition Factory.
The players of the game receive an opportunity to become the first U.S. fans to be trained by the legend of boxing in Las Vegas in fall—previously, he worked with European ones. To take part in this virtual competition, people are invited to download the free app and try to hit the highest score in the ‘Try Everything Challenge’ by making their way through fruit-inspired obstacles and bosses using the earned SoBe Power Fruit Punch and SoBe Lifewater Cherimoya Punch, earned during the game.
“We didn’t necessarily set out to partner with a celebrity; we wanted to start from a creative place that was all about the consumer and the positioning. We knew about Mike’s iPhone game and that it was gaining traction among the target audience and what better way to bring the concept ‘Try Everything’ to life than climbing into the ring with Mike Tyson?” said Sam Olstein, director, Ignition Factory, OMD.