"SS Food Games": Marketing Strategies with Content Creators
Recently, TikTok and other social media platforms have been flooded with street games, commonly referred to as SS Food Challenge, in which players must overcome a series of physical obstacles to win. These games are undeniably captivating, as seen by the millions of views and likes they generate, often reaching hundreds of thousands or even more.
As reported by CNN Business, the game was created by Omar Sunny Somrat, a content creator from Bangladesh. However, it is now gaining popularity in other regions, particularly with a significant presence in Africa. The Nigerian-based Ugo Morgan Games YouTube channel has an impressive following of over 207,000 subscribers, while its Facebook Page has amassed more than half a million followers.
Local Kasi food outlets have embraced the trend, actively promoting the popular traditional delicacy, Sepatlo, commonly known as Kota, a quarter loaf of bread filled with chips, lettuce, eggs, Russian sausage, and more.
In recent weeks, the games were introduced to the Hadzabe, a Tanzanian indigenous ethnic group known for their hunter-gatherer lifestyle and sustainable way of living, which has helped them maintain a unique cultural heritage. The games not only attract significant views but also drive increased engagement.
For businesses looking to promote their brands or products, these games present valuable opportunities. This article explores how companies can tap into this trend to boost brand awareness and visibility.
The games are typically hosted outdoors, with participants wearing their own clothing. To collaborate with SS Food games content creators, businesses could explore sponsoring custom-printed apparel, like t-shirts and caps, to add a more professional and attractive vibe to the event. Additionally, a custom-branded gazebo could provide shade for the organisers, while a table draped in a branded cloth could showcase the prizes to be won.
To ensure consistency, consider offering some of your branded items as prizes, such as custom mugs, t-shirts, and other items related to your industry. This will not only increase your brand's visibility in the content but also encourage participants to showcase your brand as they celebrate their victories. Since participants are likely to enter multiple challenges, there will be a need for carrier bags. In this case, practical and cost-effective options like tote bags could be a great solution, as they are useful and less likely to be discarded.
Additionally, get involved in the creative aspect of the games by offering your own ideas and ensuring they are branded to boost your brand’s visibility. There are numerous cost-effective and customisable game options to consider, such as the cornhole board game, which can be branded through engraving. Other great choices include buzz-wire and spin-and-win games. These activities will keep the audience engaged and focused on your brand throughout the challenges. This provides a subtle yet effective way to build brand loyalty and link your brand with entertainment.
Custom branded cornhole board
Furthermore, the challenges could be turned into a mini roadshow across various townships. This would require a vehicle to transport the necessary items. To boost visibility, consider branding the vehicle, with custom wrapping being an ideal option. As the vehicle travels, it also acts as a mobile billboard, helping to familiarise your brand with the communities that engage with the challenges.
Have you noticed how sponsors often have the individuals or teams they sponsor referred to by their brand names? A prime example of this in South Africa is the Vodacom Bulls rugby club because the mobile communications company Vodacom is their main sponsor. To boost your brand visibility, think about partnering with a well-known SS Food game challenge influencer and naming their challenge after your brand till the end of your campaign.
In summary, while some view social media as a source of entertainment and laughter, others can leverage its content as a chance for business growth. Similar to influencers with large followings, these game challenges draw a significant number of viewers. By partnering with social media channels or accounts that host these challenges, you can boost engagement with your brand. These platforms offer opportunities for businesses to promote or advertise their products and brands.
Are you excited about the SS Food game challenge? This is your chance to creatively showcase your brand and products! We specialise in manufacturing custom promotional items, offering a wide range of branding solutions, including dye-sublimation for apparel, silkscreen printing for both clothing and hard surfaces, engraving, and various digital printing techniques. We also create custom event items, including the fabrication of game boards like cornhole, buzz-wire, and any other game concepts you have in mind. For all your custom-branded promotional needs, don’t hesitate to reach out to us!