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Kelly Clarkson and The Jonas Brothers launch mobile Instagram Reels game to promote Barbeque-flavoured popcorn.

David Murphy

Kelly Clarkson and The Jonas Brothers are launching a mobile Instagram Reels game to promote the launch of Rob’s Backstage Popcorn’s new Barbeque popcorn flavour. Rob Garbowsky – father of Greg Garbowsky, who is part of the Jonas Brothers’ management team – originally started making popcorn for friends and family many years ago, and it became a firm favourite of the band. They introduced Clarkson to the popcorn on the Kelly Clarkson Show in 2021. The new flavour is the result of a collaboration between her, the band, and Garbowsky.

The game was designed in-house by The Naked Market, the brand incubator behind Rob’s Backstage Popcorn. It will be live between 18 and 24 January, and invites users to open their mouths and “catch” animated pieces of the BBQ popcorn falling on the screen. Popcorn icons are worth one point; falling Jonas Brothers icons are worth five points; and falling guitar pick icons are worth minus five points. Players can then post stories tagging @robspopcorn on Instagram with their photos/videos of their score for a chance to win a Tesla.

The game will be promoted through  Rob’s social channels and email, while Kelly Clarkson and The Jonas Brothers will also be promoting it on their own social channels.