Brief:

• Discovery partnered with Swedish Fish candy on a promotion for the cable channel's annual Shark Week with a mobile game, co-branded packaging and an ad. For the first time, Swedish Fish is the official candy sponsor of the 30th edition of Shark Week, which airs on July 22, according to Adweek.
• The "Chomped" mobile game, which will be released next month, challenges players to control a virtual shark to eat as many Swedish Fish candies as possible while avoiding coral, jellyfish, blowfish and sea urchins. Gamers also can enter a sweepstakes to win a trip to Hawaii or special prize packs of the limited-edition candy.
• A co-branded ad for Swedish Fish's new Mini Tropical candy will run on Discovery's group of channels during Shark Week. The special 1.9-pound candy packages will show a Shark Week logo, while the partnership will also host activations at 14 aquariums and a two-month truck tour that will stop at aquariums and retailers nationwide.

Insight:

The new mobile game is one way to extend Discovery's Shark Week programming and keep fans engaged as they await the July 22 kickoff of shark- and ocean-related content. If fans become hooked on "Chomped," they might stick around after the themed shows conclude as well. Discovery's decision to roll out this interactive game was perhaps driven by a potentially lucrative bet that Shark Week fans are eager to get more content, and the partnership with Swedish Fish gives the candy brand prime advertising space in the game. 

Mobile games have become a key part of how Discovery promotes its flagship Shark Week programming, including the Discovery: Shark Strike app launched last year. As younger audiences shift their media consumption to mobile devices, Discovery has created original games and social media content to reach these sought-after demographic groups. Mondelez's Swedish Fish brand is getting on board this year for a first-time sponsorship as the candy celebrates its 75th anniversary.

Katie Williams, senior director of equity and innovation at NA Candy Mondelēz International, told Adweek that the partnership with Swedish Fish makes sense as many people host Shark Week viewing parties that include shark-themed snacks and entertainment. Plus, the summer introduction of Mini Tropical flavors pairs well with Discovery's July airing of Shark Week shows. While "Chomped" is the first mobile game for Swedish Fish, Mondelez has created virtual reality (VR) and mobile games for other candy brands like Sour Patch Kids.

"Chomped" is the latest of the mobile game wave. Last year, mobile game revenue outpaced revenue from console and PC games for the first time, a Newzoo study found. This year, mobile gaming experts predict the rush of marketers into the trend will swell as they use them as a way to build awareness, favorability, engagement and recall around TV programs.