A late April KitKat campaign in Malaysia surprised EA Sports’ FIFA gamers with an in-game initiative based around easy wins earned by opponents scoring own goals. The initiative, which was developed in harness with Wunderman Thompson Amsterdam, saw KitKat infiltrate EA FIFA (in FIFA Ultimate Team – FUT – Champions Weekend League mode) via… Continue reading Nestle’s ‘Kitto Kath Squad’ Surprise Unsuspecting Malaysia EA FIFA Gamers With An Easy Win Break
Tag: Esport
Pony Malta Launches Colombia’s First Women’s Professional eSports Team ‘She Gaming’
ABInBev brand Pony Malta has created and backed Colombia’s first professional women’s eSports team ‘She Gaming’ consisting of some of the best female gamers in the country who will compete at a national level. The initial line-up includes María Camila Villafañe, Karen Meliza Varón, Helen Rodriguez, Natalia Galvis, and Sundara Moreno. The initiative… Continue reading Pony Malta Launches Colombia’s First Women’s Professional eSports Team ‘She Gaming’
All Blacks Sponsor Steinlager Gives Kiwis A Chance To Be A Virtual ‘Alt Black’
Former All Blacks coach Sir Graham Henry fronted Steinlager’s ‘Alt Black’ launch campaign with a recruitment video celebrating everyday greatness and the spirit of Kiwi supporters via a virtual, alternative All Blacks rugby team. The beer brand’s digitally-led campaign, created in harness with agency DDB Group Aotearoa NZ, saw it team up with the… Continue reading All Blacks Sponsor Steinlager Gives Kiwis A Chance To Be A Virtual ‘Alt Black’
Zwift Promotes Training App & Cycling Diversity Via LA ‘L39ION’ Team ‘This Is How We Do It’ Brand Film
A brand film bursting with energy from training app Zwift takes in the form of a mini documentary about the Los Angeles-based professional cycling team L39ION which captures the powerful personalities of the team, its sense of camaraderie and its connectedness via Zwift during a season disrupted by Covid-19. L39ION, described by some as… Continue reading Zwift Promotes Training App & Cycling Diversity Via LA ‘L39ION’ Team ‘This Is How We Do It’ Brand Film
MPL clicks with Leander Paes and Geeta Phogat to connect India to esports Watch the campaign conceptualised by MPL’s in-house creative team here
eSports and mobile gaming platform Mobile Premier League (MPL), launched a national print and TV campaign in India called ‘Maidan Naya, Khel Wohi / New Playground, Same Game’ with a dual objective of it increasing participation and generating wider awareness of and recognition for eSports. The campaign, developed in harness with MPL’s in-house creative… Continue reading MPL clicks with Leander Paes and Geeta Phogat to connect India to esports Watch the campaign conceptualised by MPL’s in-house creative team here
‘No Clue’ Spot Announces Official Apparel Partnership Between G2 eSports & Adidas
On 14 January Adidas and G2 rolled out a new spot called ‘No Clue’ which introduced the new partnership between the German sportswear giant and the leading eSports outfit. No Clue’ is based around the tongue-in-cheek idea that now G2 and Adidas have aligned how can anyone run into the team’s founder (a retired… Continue reading ‘No Clue’ Spot Announces Official Apparel Partnership Between G2 eSports & Adidas
eLaLiga Santander Rolls Out New Season Via ‘Lo Que No Puede Ser, Puede Ser / ‘What Cannot Be, Can Be’ Ad
Mid October saw La Liga Santander launch a new campaign for eLaLiga Santander’s 20/21 season called ‘What Cannot Be, Can Be’. Conceived by creative agency Mrs Rushmore, the hero spot stars famous Spanish gamers and streamers – including such as DJMariio, Gravesen and Neat – and features various visual metaphors. The 60-second commercial,… Continue reading eLaLiga Santander Rolls Out New Season Via ‘Lo Que No Puede Ser, Puede Ser / ‘What Cannot Be, Can Be’ Ad
TikTok & Kappa’s Team Tundra Partnerships Unveiled Via Kit Reveal Campaign
10 October saw EA FIFA 21 eSports Team Tundra roll out a launch campaign promoting its new kit in tandem with a pair of new commercial partners in TikTok and Kappa. Italian sportswear brand Kappa, as the team’s new technical partner and official kit supplier, produced the new apparel which all carries new shirt… Continue reading TikTok & Kappa’s Team Tundra Partnerships Unveiled Via Kit Reveal Campaign
Nike’s Debut eSports Ad Campaign Pitches Pro LoL Gamers Into Training Camp Hell
Late September saw sportswear behemoth Nike step into a new space with its first dedicated eSports ad with League of Legends (LoL) players tackling a futuristic training camp. The Portland’s based brand’s ‘Next Level Training Camp’ spot led a China campaign created by Wieden + Kennedy Shanghai and featuring a team of players embarking… Continue reading Nike’s Debut eSports Ad Campaign Pitches Pro LoL Gamers Into Training Camp Hell
Dark Horses Creative Shoots NHS Charities Cup Spot: A Sentimental, Home-Shot Film Starring Family
Rob Sanderson, a creative at sports agency Dark Horses whose wife works for the NHS, home shot an emotional fundraising film featuring his own family and promoting the NHS Charities Cup. The NHS Charities Cup, a star-studded EA FIFA 2020 tournament was set up to raise money for the NHS. Shot at Sanderson’s… Continue reading Dark Horses Creative Shoots NHS Charities Cup Spot: A Sentimental, Home-Shot Film Starring Family
Team Ineos & Zwift eRace Offers Fan Engagement & Partner Value & Fronts #HandOn Sanitizer Project
With a blend of eSport, a hand sanitizer cause initiative and individual rider efforts, Team Ineos has sought to keep the profile of the team and its sponsors high in the absence of any action on the actual road. A key strand of the strategy saw Team Ineos link up with Zwift to create… Continue reading Team Ineos & Zwift eRace Offers Fan Engagement & Partner Value & Fronts #HandOn Sanitizer Project
Honda Sponsors League of Legends & Team Liquid To Use E-Sports To Engage First-Time Buyers
Summer 2019 saw Honda in North America partner with E-Sports property League of Legends Championship and one of its pre-eminent side’s Team Liquid as it seeks to leverage competitive gaming as a way of maintaining its status as the region’s pre-eminent auto brand for first time buyers. The Japanese auto giant penned an official… Continue reading Honda Sponsors League of Legends & Team Liquid To Use E-Sports To Engage First-Time Buyers
