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Traditional sponsors of sport can often be guilty of either overlooking eSports
or âjumping on the bandwagonâ without truly understanding the audience or event.
@DHL, however, are an exception.
Just take a look at their partnership with @ESL. A THREAD
or âjumping on the bandwagonâ without truly understanding the audience or event. @DHL, however, are an exception.
Just take a look at their partnership with @ESL. A THREAD
The partnership achieved:
-Total reach of 82.9 million unique people.
-179 million impressions.
-3.8 million social engagements.
And itâs even been lauded as one of the best eSports partnerships of all time.
So, I thought I'd break down why it worked so well.
-Total reach of 82.9 million unique people.
-179 million impressions.
-3.8 million social engagements.
And itâs even been lauded as one of the best eSports partnerships of all time.
So, I thought I'd break down why it worked so well.
The most important thing DHL did was humanise themselves.
This gave them authenticity.
It wasn't just another brand logo slapped on some advertising boards. It was a genuine connection between the company and the fans of ESL. It added value. And fans were grateful for this.
This gave them authenticity.
It wasn't just another brand logo slapped on some advertising boards. It was a genuine connection between the company and the fans of ESL. It added value. And fans were grateful for this.
Next, let's look at the specifics.
DHL needed a way to reach a young, tech-savvy audience and build love for their brand.
So, they placed their innovative warehouse robot, EffiBOT, at the heart of their storytelling, turning him into an esports legend at live events and online.
DHL needed a way to reach a young, tech-savvy audience and build love for their brand.
So, they placed their innovative warehouse robot, EffiBOT, at the heart of their storytelling, turning him into an esports legend at live events and online.
Fun digital content was created featuring EffiBOT and promoted by influencers and on ESL channels, turning EffiBOT into a new cult hero amongst Esports fans.
In stadium, DHLâs BoxStacker Pro VR game was a hit with fans queuing for their turn. https://twitter.com/DeutschePostDHL/status/1015654707887575042?s=20
In stadium, DHLâs BoxStacker Pro VR game was a hit with fans queuing for their turn. https://twitter.com/DeutschePostDHL/status/1015654707887575042?s=20
Finally, let's talk results.
Fans fell in love with EffiBOT
This love transferred to DHL too, and in extraordinary scenes, fans now chant âD-H-Lâ at tournaments.
Forbes called the partnership âThe Most Memorable Esports Sponsorship Ever.â
Fans fell in love with EffiBOT
This love transferred to DHL too, and in extraordinary scenes, fans now chant âD-H-Lâ at tournaments.
Forbes called the partnership âThe Most Memorable Esports Sponsorship Ever.â
The success came down to DHLâs ability to humanize themselves through EffitBOT.
We don't celebrate brands. We celebrate individuals â even if they are fictional characters.
We don't celebrate brands. We celebrate individuals â even if they are fictional characters.
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Thank you!
Andy ( @AndyMarstonSP)
Thank you!
Andy ( @AndyMarstonSP)
