TNL ESPORTS BRAND TRACKER 044: Coca-Cola and Battlefy
TNL Take: As 2016 starts to wind down thank you - Prince. Bowie. Brexit... - I was going to add Coca-Cola to my "Where Are These Brands?" List.
Just like life and timing, after I spoke at Pepsi’s eSports and Gaming Summit - the company goes on a tear.
Over the past two months, Coca-Cola has now activated across 4 different eSports/Gaming programs:
But the Battlefy partnership is the most interesting because it focuses on a what I believe will be a key piece that will be needed to build the eSports infrastructure in the future:
The #eCopa tournament not only provides a $10,000 prize pool but more importantly, a Wildcard slot in the EA FIFA 17 Ultimate Regional Final.
This is very smart and Ill show you why.
Here's how the qualifications work:
Once a student wins his/her own bracket - he or she gets to represent their school at the Regionals.
Now you can start to tie it all together: eSports, Colleges and Brands.
The biggest question of any Ad spend across any Medium boils down basically to: 1) How many people saw it 2) How did they engage with it and 3) Do they feel better about the brand/want to buy the product.
I'd like to see the results post campaign but a few of the schools I checked didn't have a very high participation rate after the opening rounds closed.
To be clear, I'm not saying this is a failure by any means - I'm saying the exact opposite.
I would guess that limited marketing was done at schools to educate the students about this opportunity. A minimal spend would have had a huge increase in ROI.
So going back to the success metrics, I hope it's not a one-and-done because it's a big open space.
It's still very early and I'm happy to see Coca-Cola continue its investment into eSports especially in the Collegiate space.
PS Although technically not eSports, Coca-Cola has also partnered with 7-11 with another FIFA 17 promotion for the usual "Buy Something, Get Something" programs that work extremely well.