TNL ESPORTS BRAND TRACKER 021: FNATIC AND CASPER
TNL Take: Casper Mattresses.
Why would the company that has been blasting advertisements on my favorite podcasts and full take over of NYC subway trains enter eSports with a partnership with one of the world's most popular teams, Fnatic?
Let's dive right in.
Casper is a direct-to-consumer mattress company. To avoid the high retail placement costs of traditional mattress sales, they ship directly to the purchaser's doorstep. Arriving home to a giant mattress in front of your home might be unsettling - and costly -, so their special sauce is to compress their shipped mattresses to the size of a mini-fridge and have it reinflate upon opening.
[Ed: I probably see at least 1 Casper box per day walking through Manhattan and Brooklyn]
eSports viewers are literally the target demographic for companies like Casper. They're a unique, internet-focused, and disruptive brand with a product that targets new home-owners/adults moving out for their first job or university - which points back to The Next Level and Wunderman Brand study that corroborates the young family demographic within eSports.
Guess who also uses pop-up physical stores as a method of marketing? Casper.
But isn't getting around the expensive cost of retail part of Casper's core business model? It's all about the customer experience.
Come to a Casper pop-up store - to watch an eSports event? Or to meet professional players?
Come to a Fnatic pop-up store - for your nap appointment? Or to jump on a mattress?
Casper is also providing content marketing to support their partnership, like education on the importance of sleep in the lives of an eSports athlete.
While this may not immediately seem like a perfect partnership, the deeper you dive into it the more it makes perfect sense.