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. In order to tap into the more than 385 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.
Four teams were selected and included SK Gaming, Immortals, Dignitas, and Splyce. A team management process was established and a global activation plan was developed to maximize the impact of the partnerships. Team activations included branding team assets (jerseys, website, social, etc.), product placement on teams’ social channels, integration into Mountain Dew’s weekly Twitch programming, appearances at the Dew Tour, and features with endemic media partner DBLTAP.
During the program’s first year, the team sponsorships over–delivered across key metrics including brand exposure, social content and team results, while establishing an authentic integration of players on Dew’s Twitch Channel and growing the brand’s presence in the esports community.
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.