Chupa Chups. #ForeverFun diaries of CS:GO World Cup Winstrike Agency
Task
1. To provide a bright product reveal on the brand-new territory of esports while maintaining global communication guidelines and restricted budget. 2. Trial new communication solutions and analyse the effectiveness of chosen tools. 3. Media KPI’s: 2,5 mln video views on Youtube and 10K new subscribers on the official VK brand public.
Ideas and solutions
Chupa Chups — iconic candies that everyone has known since childhood. Until recently the brand wasn’t represented in esports — truly relevant territory for modern audiences. We decided to give Chupa Chups experience for the first time in Russia for this new environment that has its own specifics and rules. Esports audience is always ready for a new experience through brand activations. For the first try was chosen esports discipline Counter Strike:Global Offensive. The game is famous for highly dynamic gameplay and extremely engaging fans. Brand didn’t select a direct integration in competitive content and picked more creative approach of linking to a grand tournament. With Eugene Rise — one of the most charismatic CS:GO YouTube-bloggers – we created an extraordinary fun format of tournament diaries during the IEM Championship in Katowice, where we could display #foreverfun global communication. Complex strategy consisted various formats: 5 YouTube-videos with Chupa Chups exclusive integrations; 3 Chupa Chups - themed contests with engaging mechanics with mandatory requirement - subscription on VK brand community; 4 announcement posts in VK and Telegram. Exclusively for Chupa Chups blogger created a special content section «Chupa Moment» — analysis of the most extraordinary highlights, peppered with firmed jokes. Additionally, we created a series of memes with a popular esports athlete Kirill 'Boombl4' Mikhailov that became viral. Videos on Youtube collected 3,6 mln views in 1,5 week of tournament — 46% over-fulfilment! During collaboration we gave away 150 kg of Chupa Chups products as a single prize, exclusive merch designed by Rise and tens of special bundles with candies. Brand received positive feedback by the esports audience: 16K new subscribers on the official VK page; 475K likes on YouTube, 122K likes on VK & Instagram; 31K comments on YouTube. As a result, the brand took a decision to continue its esports expansion and strike back in the end of 2020.
