The sponsorship with NAVI represented a completely new, exciting marketing activity for the brand. Plarium amplified awareness further using a variety of tools, from PR activities to over 150 influencer marketing campaigns devoted to spreading the message to all relevant audiences and channels. The partnership launched in January 2021 ahead of a series of major esports events in which NAVI were taking part – and eventually dominated – bringing major attention to the team, the game and the partnership itself. The partnership would create a number of activation opportunities around influencer marketing, most notably with S1mple, an esports legend and NAVI member. Influencer Marketing – Esports sits in a sweet spot between digital sports and influencer marketing. NAVI are the world’s best CS:GO team so the partnership would resonate particularly strongly in the territories most important to Plarium. Key Market Fit – Battle royale game CS:GO is a particularly popular title in RAID: Shadow Legend’s key markets. Immediate Brand Awareness – As an esports shirt sponsor, Plarium would drive huge coverage at all team activity including competitions, live streams and players appearances. By partnering with an esports team, Plarium could drive awareness among a gaming-enthused esports audience in the exact key demographic they wanted to attract. Hyper Targeted Audience – RAID: Shadow Legends is a unique product with a large focus on core gamers. With this approach reaching a natural limit, Plarium decided the time was right to explore alternative ways to maintain momentum and attract new audiences to the game.įollowing an extensive analysis of game developer activity in sports sponsorship, SportQuake worked with Plarium to develop a shirt sponsorship strategy with Ukrainian esports powerhouse Natus Vincere for four key reasons: RAID: Shadow Legends had experienced a meteoric rise since launch in 2017, both in terms of revenue generation and global popularity, reaching over 50m downloads following a performance marketing-based user acquisition campaign. Having experienced a surge in popularity of their RAID: Shadow Legends game following |a two-year user acquisition campaign, game developer Plarium worked with SportQuake to develop an industry-first esports sponsorship strategy to maintain momentum and continue to reach new audiences.
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