Mountain Dew partners with top esports teams to connect with a global audience
Mountain Dew sought to expand its footprint into esports and generate branded content that would resonate with gaming enthusiasts globally. In order to tap into the more than 518 million people who watch or play esports at a competitive level, Fuse was hired to develop an esports team strategy that would connect the brand with key organizations and players around the globe.
Working with globally recognized esports organizations SK Gaming, Immortals, MIBR and Dignitas, Fuse developed a management process and global activations including product integration on teams’ social channels and websites, appearances at brand activations (ESL, TwitchCon and Dew Tour), features with endemic media partner DBLTAP and branded jerseys. Fuse also closely collaborated with each team to develop a content series unique to their organization including marquee players which was featured on the teams’ social channels and was promoted on Mountain Dew’s international social channels.
Over 4.5 million social media impressions were garnered from the team content series which ranged in focus from a League of Legends themed podcast with SK Gaming to a behind-the-scenes documentary featuring MIBR’s legendary CS:GO roster.
Cool weekend ahead, from June 28 to July 1 our boys Alternit and @noahw1fl will attend Dew Tour for some skateboard action!
In 30 minutes, we’ll be live on twitch.tv/mtndew with @mountaindew at the @dewtour in Breckenridge, Colorado!
We’re excited to announce that @MountainDew will power us while we’re #OnTheHunt for more championships.