The Cornetto campaign was conceived in the vibrant esports landscape of Thailand, targeting the massive Arena of Valor (RoV) community. With RoV's 57 million users and 50 million downloads, we identified a prime opportunity for brand integration. The objective was to reposition Cornetto, not just as a snack but as a lifestyle choice for the youth, especially in the gaming realm. Our insights revealed a trend towards experiential snacking among Thai youth, dovetailing with their digital habits. This understanding led us to explore synergies between gaming and snacking, presenting Cornetto as more than a product – a part of the gamer's lifestyle. The campaign aimed to elevate Cornetto's brand presence and drive sales by resonating with this tech-savvy, gaming-centric demographic.

Our strategic approach was to infiltrate the esports arena, specifically targeting Arena of Valor's robust user base in Thailand. We identified young, tech-savvy gamers as our primary audience, tailoring our media planning to intersect their digital pathways. The strategy was twofold: firstly, leveraging digital channels for immersive in-game brand experiences, and secondly, creating a symbiosis between online engagement and physical product interaction.

In-game integrations were designed to be organic, offering Cornetto-themed challenges and rewards within RoV, thus ensuring a natural presence within the gamers' environment. Concurrently, we capitalized on social media platforms, like Facebook and TikTok, to reinforce our brand's narrative, leveraging these channels for interactive content and community-building.

Key to our strategy was influencer partnerships with gaming influencers, who acted as authentic brand ambassadors, resonating deeply with our target audience. The campaign's linchpin was creating a tangible link between digital engagement and Cornetto purchases, embodied

The execution involved several key elements:

1) In-Game Integration: Introduced Cornetto-themed challenges in RoV, with exclusive in-game rewards like unique skins and characters.

2) Social Media Campaigns: Utilized platforms like Facebook and TikTok for interactive content and contests linked to RoV gameplay.

3) Influencer Collaborations: Engaged RoV influencers to promote the campaign and encourage participation.

4) Product-Game Synergy: Launched special edition Cornetto products with redeemable codes for in-game benefits.

5) Event Sponsorships: Sponsored select RoV tournaments, integrating Cornetto branding and product sampling.

This multifaceted execution strategy ensured a seamless blend of digital and physical engagement, making Cornetto an integral part of the RoV experience.

The campaign yielded exceptional results:

- Engagement: Nearly a million participants, with 980,000+ individuals actively engaging.

- Code Redemptions: 850,000+ codes used, averaging 14,000+ redemptions per day.

- Sales Impact: Cornetto sales increased by 2.5 times during the campaign.

- Digital Engagement: A threefold increase in the digital engagement rate.

- Brand Perception: Enhanced brand presence in the digital gaming community.

These outcomes highlight the campaign's success in bridging gaming and snacking, leading to significant sales growth and a stronger brand presence in the digital realm. The campaign not only met its objectives but also set a new standard for integrating brands into the gaming culture.