We identified that our largest competitors, energy drinks such as Red Bull, successfully were growing from investing in subcultures and events relevant to - young men. Young men are the hardest segment to reach in Sweden with little to no traditional media consumption and half of them using adblockers. Reaching them is a challenge.

What they do consume is computer games and Counter-Strike especially which they, if they don’t play themselves, watch others play on Twitch. The latter making Counter-Strike massive and part of what is called esports: a phenomena that this summer outgrew traditional sports in viewing online*.

Our idea was to create the largest amateur Counter-Strike tournament in the Nordics and became the enabler of what our core target audience loved the most: Counter-Strike and esports. Everyone could participate and become a star for a day. Everything broadcasted on their #1 media platform Twitch, free from adblockers.

*http://www.mediavision.se/e-sports-attract-more-online-viewers-than-traditional-sports/

During March and June 2016 we hosted the largest amateur Counter-Strike cup in the Nordics – Yoggi Yalla Cup. The tournament was hosted on a campaign website together with the Nyheter 24 Group where teams applied and followed the tournament. Everything branded with Yoggi Yalla. The qualifiers were streamed live on Twitch with Yoggi Yalla being clearly integrated in everything from prerolls to the onset decor. Alongside this we aired our special tailored counter-strike ad to EVERYONE watching Counter-Strike in Sweden, not only our tournament, to build the needed reach. The film ran for the entire campaign period.

- Sales Index 122% (huge for a FMCG market leader)

- 1163 Participating teams

- 213,875 unique visitors to tournament website

- 2,2 years spent by participants

- 240,000 started streams

- 5,5 years in time watched by viewers

- 830% increased search interest for Yoggi Yalla during campaign

- 20,000+ comments in Social Media

- 248,000 organic views on YouTube ad (non paid)

- 485,000 views on Twitch ad

- 86% view through rate on Twitch ad