Almacenes Éxito is a retail store that has been with Colombian people for more than 70 years, and nowadays, its brand positioning is associated with groceries and FMCG (fast moving consumer goods), and people doesn't know they also have one of the most complete and exclusive portfolio for gamers, so they are not considered as purchase destination for the consumers of videogames.

Therefore, the brand was forced to look for a way to engage with gamers and positioning themselves as a brand who knows and has everything for gamers needs. They had to be in a place or space where the brand could be relevant for the audience and where they could move away from the traditional communication that is based on massiveness and discounts.

Brands cannot advertise in Call of Duty Mobile, but that was a great place to do something knowing that the game’s impact in Colombia was huge.

So we infiltrated 3 of the most influential players in the game changing their username and picture for our gaming promotions. We “hacked” the game promoting our catalogue through our gamers, reaching the specific audience our clients were asking for.

In a game that doesn't allow any kind of advertising, we made our discounts part of the world of the videogame, making a Most Valuable Promo the reward for being the Most Valuable Player.

There is no better place to engage with a gamer than a game.

We understand the passion that motivates gamers: facing new challenges, compete against other gamers and overcome themselves reaching tougher levels. To really engage with them, we created a strategy that keeps the gamers in their world and allow us to become part of it, so we can convert everything we have for the gamers (products + discounts) a part of the experience.

We teamed up with 3 of the best gamers of Call of Duty Mobile in Colombia to change their username inside the game for our exclusive gaming promotions.

With an announcement in their social networks, our 3 gamers invited their followers to win these promotions on a live streaming in a very simple way: killing them. At the end of each game our 3 gamers gave the winners the promo codes into the game chat room. These codes were able to be redeemed immediately in our stores or e-commerce.

We had 5 days of action with 3 gaming hours per day. 540 promotions were killed in the game and the 78% of those promos were redeemed in our stores and e-commerce.

More than 535.978 gamers were reach during the livestreams, and just in a week the brand had an increase of 7% in gaming sales.