Campaign details
Brand: McDonald’sBrand owner: Amanda NakadAgency: OMD AustraliaMarket: Australia
Executive summary
E-sports is a chaotic and dynamic industry that doesn’t follow the same rules as traditional sport. It is also highly fragmented, with numerous games. Players operate in a largely user generated content (UGC) space, a notoriously sketchy environment, demanding authenticity gamers will reward brands that enhance culture, actively calling out brands that don’t respect it.
This could not be a flash-in-the-pan, we sought out two key industry leaders, providing the expertise, credibility and scale to enter the world of e-sports. Good...