United in Rivalry - BMW Esports
BMW went big in esports in 2020, in order to connect with a new, young target group. The goal was to bring BMW’s positioning to this new audience, by authentically staging the brand at a global level: United in Rivalry was born.
But the right partners had to carry the multi-layered narrative – establishing an emotional connection globally, offering success, differentiating from competition, and creating relevance in esports. The world’s best five League of Legends teams – Cloud9 (United States), Fnatic (Europe), G2 Esports (Europe), FunPlus Phoenix (China) and T1 (South Korea) – offered the right fit. The way to our ambitious, impactful objectives: translating the brand into the community by co-creating narratives, involving the fans and generating conversations for our brand. The year saw BMW build tension across five time zones for the big reveal, hold a live event, and activate team and central brand channels with a myriad of authentic (co-)created content pieces and all along deeply involving the community.