As brands look to connect more deeply with younger consumers, experiential marketing and creator-led partnerships are taking center stage.
Starbucks is kicking off the New Year with a high-profile collaboration with YouTube star Jimmy Donaldson, better known as MrBeast.
The coffee chain is sponsoring season two of Donaldson’s Amazon Prime Video reality competition series, Beast Games, and introducing a limited-time Cannon Ball Drink refresher inspired by the show’s “Cannon Ball Challenge.” In the upcoming episode, “Beast Games: Strong vs. Smart,” which premieres Jan. 7, contestants will have complimentary, 24/7 access to a Starbucks location, along with surprise branded prizes throughout the competition.
“The collaboration between Beast Games and Starbucks brings together two iconic communities loved worldwide,” Tressie Lieberman, Starbucks’ global chief brand officer, said in a statement. “When contestants saw Starbucks on set, they said it felt like home — and that’s exactly what we hoped to deliver.”
The Cannon Ball Drink officially debuts Jan. 14, timed to a Beast Games and Survivor crossover episode featuring the challenge that inspired the beverage.
Starbucks first teased the partnership on Dec. 20 during MrBeast’s “30 Days in the Sky” YouTube challenge, when the brand delivered drinks to contestants suspended 100 feet in the air.
The deal is part of a wider push by brands to tap pop culture and creator fandoms to connect with younger consumers, often through limited-time, experience-driven campaigns. Recent examples include McDonald’s limited-time Grinch Meal and White Castle’s unexpected collaboration with Crocs.
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Under CEO Brian Niccol, Starbucks is focused on returning to growth. The tie-up with Beast Games could help Starbucks build loyalty with fans of the show, the majority of whom are under 30.
The brand has leaned heavily into marketing recently, launching its 2025 holiday campaign in November and embracing more personal initiatives as part of its turnaround strategy—such as baristas writing personalized messages on customer orders.
