Australian shopping centre institution Donut King has launched a brand-to-brand partnership with global leaders in interactive digital entertainment, PlayStation, and will roll out a limited edition range of donuts inspired by the iconic PlayStation shapes, in over 200 Donut King stores across Australia from today.
The partnership has been activated off insights that recognise Donut King consumer interests around video-on-demand services, gaming and aggregators, and is an opportunity for the two household brand names to partner and give away 50,000 prizes, including five PlayStation®5 consoles.
The limited edition range of donuts launches today with an integrated marketing campaign complete with in-person activations with Newcastle Knights fullback Kalyn Ponga on April 28th in Newcastle and influencer, content creator and Mum of four Laura Bentley on May 1st on the Gold Coast.
Donut King General Manager Tom Elliott said that Donut King and PlayStation share a commitment to innovation and providing an engaging customer experience, and that he is thrilled to kick-off the six week promotional period.
“Donut King is a staple in Australian homes, and so too is PlayStation, so we are excited to provide an opportunity for our customers to eat, win and play with PlayStation.”
“We have served Australians for 40 years, and will continue to do so, because of our commitment to evolve with the needs and passions of our customers, and this partnership is the first of many exciting new developments for the Donut King brand,” Mr Elliott said.
Sony Interactive Entertainment Australia director of marketing Patrick Lagana said the PlayStation shapes are the DNA of the brand.
“They represent not only our identity, but collectively they are a powerful, universal symbol to generations of players, of the joy and escapism that play provides. Through this partnership with Donut King, we are delighted to bring our shapes to life and give Australians a little taste of the PlayStation universe,” he said.
Having opened the first store in Sydney in 1981 and now boasting a network of 200 stores across Australia, the Donut King empire is now recognised globally, employing franchisees in New Zealand, The United Kingdom and Indonesia.
For the next six weeks, Donut King customers can enjoy a box of limited edition PlayStation® donuts and go into the draw to win one of five PlayStation 5’s, along with other prizes including DualSense™ Wireless Controllers, PlayStation Plus 12 Month Subscriptions, new PlayStation 5 games and thousands of hot cinnamon donuts.
