Starbucks Partners with MrBeast to Power Season Two of “Beast Games” on Prime Video
Discover how Starbucks partnered with MrBeast on Beast Games to win Gen Z through creator-led entertainment marketing. Insights by Aeon.
How a strategic creator collaboration helps Starbucks connect with Gen Z and dominate entertainment-led marketing
Starbucks is strengthening its presence in entertainment-driven marketing through a high-profile collaboration with global content creator MrBeast, joining the second season of Amazon Prime Video’s competition series “Beast Games: Strong vs. Smart.” The new season is scheduled to premiere on January 7, marking another bold move by the coffee giant to engage younger, digitally native audiences.
Starbucks inside “Beast City”: branding beyond traditional advertising
As part of the partnership, Starbucks will be embedded directly into Beast City, the living hub for the show’s contestants. Participants will enjoy 24/7 complimentary access to Starbucks food and beverages throughout the competition—transforming the brand from a sponsor into a lived experience inside the show.
In addition to the constant presence, Starbucks will surprise contestants with special moments and branded interactions during the season, reinforcing emotional connection and brand recall in an organic, entertainment-first way.
Introducing the Cannon Ball Drink: from screen to store
To extend the collaboration beyond streaming, Starbucks is launching a limited-edition beverage inspired by the show. The Cannon Ball Drink blends Strawberry Açaí and Mango Dragonfruit Refreshers, topped with fruit for a bold, colorful finish.
The drink was created directly on the set of season two and will officially hit Starbucks locations across the U.S. on January 14. That same day, it will be featured in the “Cannon Ball Challenge,” a crossover episode between Beast Games and the iconic competition show Survivor—bridging fandoms and amplifying reach across platforms.
Why MrBeast matters for modern brand growth
Led by creator Jimmy Donaldson, MrBeast’s ecosystem reaches over 454 million YouTube subscribers and more than one billion followers across social platforms. Beast Games, which debuted in 2024, centers on large-scale challenges with a staggering $5 million prize, making it one of Prime Video’s most buzzworthy competition formats.
Season two ups the stakes with 200 contestants, divided equally between competitors known for strength and intelligence, competing across intense physical and mental challenges.
For Starbucks, aligning with MrBeast is a strategic move to deepen loyalty among audiences under 30, a demographic that increasingly values authenticity, entertainment, and creator-led storytelling over traditional advertising.
A continuation of a growing creator strategy
This collaboration builds on Starbucks’ recent appearance in MrBeast’s YouTube challenge “30 Days in the Sky.” In that activation, a Starbucks Global Coffee Creator surprised a contestant with their favorite drink and the opportunity to win a $50,000 Starbucks gift card, reinforcing the brand’s playful, human-centered approach.
Other major brands are following a similar path. Companies like Lowe’s have also partnered with MrBeast to launch creator networks targeting Millennials and Gen Z—signaling a broader shift toward influencer-powered ecosystems.
Starbucks’ marketing momentum in 2025
The MrBeast partnership comes as Starbucks intensifies its marketing efforts under CEO Brian Niccol, investing heavily in brand storytelling and customer experience. Recent initiatives include personalized messages written by baristas and a renewed focus on emotional connection.
These efforts are beginning to pay off. Starbucks reported flat same-store sales in North America for fiscal Q4 2025, ending a prolonged period of decline and suggesting early signs of recovery driven by smarter, culture-led marketing.
Aeon Insight 💡
At Aeon, we see this collaboration as a powerful example of content-first brand strategy—where entertainment, creators, and product innovation converge to build relevance with next-generation consumers. Starbucks isn’t just advertising; it’s becoming part of the story.