AXE at FACEIT Major London '18
Integration of «Find your magic» by AXE at Russian Broadcast of FACEIT Major London '18
RU
The Goal
To reach teen audience of gaming broadcast through AXE' integration.
AXE is positioning as a brand for young people, so it naturally fits esports. However, when you promote among the teen audience, it is crucial not only where you do it but also how. Their "You're gold" slogan is ok for esports: it's cool, catchy, motivating. The job was to make those who didn't watch TV hear it too.
To do that, we produced native commercials and integrated them into a big Counter-Strike: Global Offensive tournament. This choice of the discipline not only let us reach a target audience but also build 'easter eggs' straight in the game client. Watch the video to see what we came up with.

The CS:GO world championship and the stream from StarLadder — the leading studio in this discipline — gave us the great outcome: over 6 million views in the target region.
Results
What we've accomplished
Broadcast Views
6.700.000+
Broadcast Length
250+ hrs
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From native integrations to hosting your own major event — we'll get it done for you.
Get in touch
From native integrations to hosting your own major event — we'll get it done for you.