COCA-COLA x FRIENDS
Coca-Cola x Friends Tournament
“MEGA SUCCESS for the Coca-Cola x Friends Dota 2 tournament! 100,000 SEK was raised within minutes for Friends when 157 teams competed in front of an audience of more than a million viewers. Additionally the important issue of zero tolerance against bullying in esports was addressed.” - Friends
CHALLENGE
Coca-Cola, after a global campaign that missed the mark with the gaming community (as reported by The Drum), needed to rebuild trust and authentically connect with gamers in the Nordics. The challenge was to transform brand perception and demonstrate a genuine understanding of gamer values.
SOLUTION
Brands People Love orchestrated the "Coca-Cola x Friends Tournament," a Dota 2 tournament that seamlessly blended competitive gaming, social impact, and brand activation. This initiative was built on two key principles:
1. Gaming with purpose
We leveraged the power of gaming as the world's leading entertainment platform to drive positive change. This involved:
Creating an experience that resonated with gamers (a Dota 2 tournament).
Broadcasting the event to a large and engaged audience.
Utilizing the platform to raise awareness and inspire action against bullying in esports.
2. Investing in culture & code
Unlike the previous global campaign, which focused on paid attention, we prioritized authentic engagement and value creation. This meant:
Creating a value-driven experience for gamers.
Prioritizing attraction over paid attention.
Building a movement that resonated with the community.
KEY RESULTS
Massive Reach: The tournament attracted 157 teams and reached a live audience of over one million viewers.
Charitable Impact: 100,000 SEK was raised for the Friends Foundation, an organization dedicated to combating bullying.
Positive Brand Sentiment: The campaign generated significant positive buzz and social media engagement, successfully shifting brand perception among gamers.
Authentic Connection: Coca-Cola demonstrated a genuine commitment to the gaming community and its values.
WHY IT WORKED
This campaign succeeded because it went beyond traditional advertising. It tapped into the passion and values of the gaming community, creating a shared experience that resonated deeply. By aligning with a meaningful cause and providing value to gamers, Coca-Cola transformed its brand image and fostered authentic connections.
KEY TAKEAWAYS FOR MARKETERS
Gaming is the new arena for brand-defining moments.
Authenticity and purpose drive engagement.
Investing in culture and code yields greater returns than traditional advertising.
Esports offers a powerful platform to connect with a massive and influential audience.
The Coca-Cola x Friends Tournament is a prime example of how brands can leverage the power of gaming to achieve both commercial and social impact. By understanding gamer values and creating experiences that resonate, brands can unlock unprecedented levels of engagement and brand love.
