Campaign Length
6 months each year for the last 3 years
Campaign Partners
Dot Esports
Games
Overwatch, Hearthstone, World of Warcraft, Heroes of the Storm, Starcraft 2

Brief

McDonalds developed a global partnership with Blizzard Entertainment in 2018 with the aim of reaching a younger population interested in competitive games (esports). Gamurs Group has been servicing their Oceanic initiative since the inception of this agreement.

McDonalds developed a global partnership with Blizzard Entertainment in 2018 with the aim of reaching a younger population interested in competitive games (esports). Gamurs Group has been servicing their Oceanic initiative since the inception of this agreement.

For three years straight McDonalds Australia has recognised GAMURS Group as a partner which can natively evangelise its brand among the fledgling esports community in Australia. In 2020 the goal of the campaign is to develop brand awareness at grassroots level within the community.

The partnership over the two years prior has mostly focused on Blizzard’s Overwatch Contenders league and other competitive Blizzard events in Australia (examples: HCT Sydney (Hearthstone tournament), HGC ANZ (Heroes of the Storm)).

126
Videos
54.2m
Impressions
45.6m
Gamers reached
6.8m
Video views longer than 10 seconds
56
Articles
2.81m
Pageviews
2.5m
Australian impressions

Our Service Over The Past Three Years Entailed:

  • Producing bespoke promotional videos which would show how Australian esports players and fans benefit from McDonalds products and services
  • Written coverage of weekly matches across Overwatch Contenders league, social distribution of match highlights in video format and native video content which would weave in McDonalds’ sponsorship into reporting on esports or gaming subjects
  • Display advertising of McDonalds ongoing promotional campaigns in scheduled bursts
  • McDonalds sponsoring an educational platform during the first year of the partnership which was giving to new players tips and tricks on the current game mechanics and meta

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