BMW ESPORTS
BMW entered the field of esports and gaming with a big bang, sponsoring six of the world’s best league of legends teams. Me and my team helped them to communicate within a young and hard to convince target group.
The Challenge
Raising awareness for the BMW esports sponsorship among Gen. Z, despite not being able to commence any productions in person due to Covid.
Our Approach
Using the global trend of anime and manga as a vehicle for our communication, thus bringing digital storytelling to a new level.
Click to watch the case film and learn more about the Heroes of Rivalry campaign.
The Campaign
The Heroes of Rivalry campaign featured a total of nine digital manga issues, released weekly in a two month campaign generating traffic on the bmw.com website.
Fans got custom desktop backgrounds of their favorite teams and some were even lucky enough to win our strictly limited coffee table book including the story behind the manga.
My Role
Being a manga reader for ages, I came up with the strategy, idea and overall storyline.
With the support of Japanese manga artist Acky Bright and my team, we released the first ever manga series in advertising.
„With “Heroes of Rivalry” BMW Esports sends its teams on a fantastic journey.
Marketing level over 9,000!“
