Campaign details
Brand: Pepsi BlackBrand owner: PepsiCoLead agency: Mindshare ChinaContributing agency: RiotCountry: China (Mainland)Industries: Carbonated soft drinksMedia channels: Events & experiential, Merchandise & free gifts, Outdoor, out-of-home, Packaging & design, Social media, Television, Word of mouth, influencersBudget: Up to 500k
Executive summary
China's esports game community is the largest in the world, with over 400M fans. During COVID-19, eSports games' popularity only increased, with an 83% year-on-year increase in the number of hours being played (Source: Streamlab report 2020).
However, Pepsi had yet to successfully...