Case Study

ESPORTS CAMPAIGN

Johnnie Walker

CBCS

Keep Playing – Father’s Day Campaign in Brazil

BRAND INTRODUCTION

Johnnie Walker is one of the world’s most iconic whisky brands, recognised for its heritage, craftsmanship, and commitment to inspiring progress. As a brand synonymous with perseverance and achievement, Johnnie Walker has consistently sought innovative ways to connect with diverse audiences, blending tradition with contemporary culture.

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SPONSORSHIP OBJECTIVES

With the growing influence of esports in Brazil, Johnnie Walker identified the gaming community as an emerging space where their brand values could resonate strongly. The brand sought a meaningful way to engage with the esports audience while celebrating personal journeys of determination and support. Pansports identified CBCS to provide this.

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The key objectives of the campaign:

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To achieve this, the brand sought to:

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Enhance Brand Awareness and Relevance

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Strengthen Johnnie Walker’s positioning in the Brazilian esports and gaming community through an engaging digital-first campaign

Create Authentic, Meaningful Content

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Develop a compelling storytelling approach that aligns with the brand’s values and resonates with the gaming audience

Build Emotional Connections

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Celebrate the role of familial support in esports careers, reinforcing the bond between parents and their esports athlete children

Engage Fans During a Key Tournament Moment

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Integrate Johnnie Walker into the CBCS Elite League Season 2 Finals

PANSPORTS SERVICES

Strategic Target Definition

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Identified esports as an untapped opportunity for Johnnie Walker, with a focus on the Brazilian esports community and CBCS as an ideal platform for engagement

Rights & Assets Identification

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Secured an exclusive branded content series and special in-tournament activation opportunities, maximising Johnnie Walker’s presence

Negotiation & Procurement

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Structured a flexible and high-value media package, ensuring optimal brand visibility and fan engagement

CAMPAIGN OUTCOME

A Unique & Emotional Connection with the CS:GO Community

#KeepPlaying Web Series Success

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Each episode across four exclusive videos starring prominent figures from the Brazilian esports scene, highlighted how paternal figures played a crucial role in their journey to becoming professional esports athletes, reinforcing the brand’s message of perseverance and support

Father’s Day Final Activation

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Johnnie Walker executed an activation during the CBCS Elite League Season 2 Finals on Father’s Day. The parents of the ten finalist team players were honoured with a special mention and received a personalized Johnnie Walker bottle and kit, creating an emotional and memorable experience

Increased Brand Engagement

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Through this activation, Johnnie Walker successfully positioned itself as a forward-thinking brand within esports, generating meaningful interactions and expanding its reach among the gaming audience

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