Marketing for Back to School: Mitama’s “Digital Backpack”

The Back to School 2025 campaign by Mitama marks an important step forward in how we experience a school backpack. Mitama, a leading brand in the world of school and creativity, launched a line of backpacks that combines design, innovation, and digital fun. A project that turns an everyday accessory into a unique interactive experience.

The project: from backpack to digital

At the heart of the campaign is the New Plus backpack line, featuring an integrated interactive QR code. Just scan it with your smartphone to bring the backpack’s graphics to life and access a virtual world of colors, animations and, most importantly… video games.

The physical product thus becomes the gateway to a digital adventure, able to combine kids’ creativity with their natural desire to play.

Our video games

At the core of this experience are the video games developed by Code This Lab, our team specialized in creating gaming solutions and advergames for brands and companies. The games created for Mitama were designed to:

• Entertain kids with simple, engaging mechanics.
• Strengthen the bond between the brand and its audience, thanks to daily, spontaneous interaction.
• Offer an immersive experience that continues beyond the use of the backpack.

The gameplay mechanics range from casual games to arcade puzzles, always with the goal of delivering an accessible, immediate, and fun experience.

Sushi Matching & Galaxy Race

The video games chosen by Mitama to support the back-to-school campaign offer two different, yet equally engaging experiences.

• Sushi Matching is a colorful match-3 style puzzle game. The goal is to line up three or more identical symbols to score points and clear levels, with an intuitive dynamic that stimulates focus and quick thinking.
• Galaxy Race, instead, takes kids into space in an adrenaline-fueled endless runner. The player pilots a spaceship through obstacles and bonuses, trying to stay in control and go as far as possible.

Two different experiences, one more reflective and the other more dynamic, that together combine logic, alertness, and fun, making the Mitama experience even richer and more memorable.

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Marketing & engagement

This campaign is a concrete example of how gaming can become a strategic marketing lever.

The backpack, from being a simple school product, turns into an interactive touchpoint that goes with kids to school and engages them even in their free time.
For Mitama, this means strengthening brand awareness, standing out in the market, and building a closer relationship with its target audience. It does so by using the language of play, which younger generations perceive as natural and familiar.

The Mitama Back to School 2025 project shows how combining a physical product with a digital video game can create an innovative, high-impact campaign.

Working with Code This Lab made it possible to build an experience that goes beyond the backpack itself, transforming it into a portal that opens onto a world of entertainment and creativity.
A concrete example of how strategic gaming can become the heart of a communication campaign that speaks directly to a young audience and creates value for the brand.