Co-Branding Campaign In China Benefits Nongfu Spring And Mobile Game

Nongfu Spring Co. has begun distributing its fruit-flavored drink (Guowei Yinliao) in China in a co-branding campaign with a popular mobile game Yinyangshi (aka, Onmyoji). The drinks are sold in four flavors: lychee, grape, grapefruit, and lemon. Each features a different licensed image of the game, which has been downloaded 10 million times in the country. A further inducement for gamers to buy the drinks – sold at ￥4 ($0.61) per 530 ml plastic bottle – is a QSR that can be scanned to obtain free game tools, game money, and other game-related benefits.