Pepsi at the Dota 2 Tournament
Game: Dota 2
Total broadcast views: 1,734 million
Number of unique viewers: 800 thousand
Number of teams: 8
Esports brings together many titles and players. But music remains a shared interest for each of them. It prepares us for victories and defeats, inspires us, and brings unexpected ideas. It accompanies us in our virtual campaigns and heavy battles. But this music is different for everyone.
Pepsi appreciates each player’s musical preferences and gives the opportunity to tune in while listening to their favorite songs that DJs have mixed specifically for the Reshuffle Madness pre-show.
Because we’re all #musicaddicted!
Reshuffle Madness was held in September, so we decided to extend the summer days a little bit for our audience and decorated the studio in the style of a Thai beach with sun loungers, a bar, and a DJ table. Each day of the game started with a pre-show where DJs entertained the audience with fresh sets, highlighting the idea of #musicaddicted.
The summer atmosphere remained hot for the audience during the tournament days!
The WePlay! Esports team adhered to this concept when creating the Pepsi tournament integration for Reshuffle Madness.
We had three tasks:
- To remind about the brand and to create an emotional connection through a mutual love of music
- To emphasize that our talents choose Pepsi
- To increase the number of contacts of the audience with the brand.
First of all, we integrated the Pepsi logo into the bright and exciting graphics on the studio screen with the signature “Pre-show by Pepsi.” The logo was animated like a rotating vinyl record. Funny animated people came out of the three colors of Pepsi and showed different kinds of summer activities: white for sails, blue for diving, and red for sandcastles.
We have also placed drinks in a branded fridge on the bar counter and on the sand among shells and starfish, increasing the summer vibes!
The icing on the cake was the brand’s logo on the table of the DJ, who, as the main character of pre-show, was on camera more than 70% of all time. In addition, the Pepsi logo was displayed on the pop-up credits with the name of the current track.
It’s important for us to make the audience feel part of the tournament!
That’s why we allowed the audience to offer their favorite music for the next tournament day! They wrote their wishes in the chat room with hashtag #musicaddicted, we put them on the list and randomly chose three songs which were mixed by the DJ before the next broadcast.
In this way, we not only let the viewers have an impact on the broadcast but also emphasized that their tastes are important to us!
Also, to increase the frequency of mentioning of the brand, we integrated Pepsi’s identity in the pop-up credits and on the Twitch channel, included the mentioning by talents during the airtime into the script, and chatbot displayed the partner’s message in the broadcast chat on Twitch.
The audience reacted positively to the brand integration into the pre-show: the viewers actively participated in the voting, despite the lack of obvious rewards. We not only managed to emphasize Pepsi’s connection with esports but also got more than a thousand mentions of the brand in the broadcast and more than 300 messages with the tag #musicaddicted, including those about the desire to drink the cherished can of Pepsi!
Keep up with the trends! It’s time to prove yourself in the esports community!
Speak about yourself, show your benefits, and get in tune with the most progressive user audience together with WePlay! Esports. We don’t just integrate the brand into an esports event — we create an emotional connection between the product and the audience of our event. Each new case is a new story in the world of esportainment.
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