BMW wants to position themselves as enablers of esports, and a brand that supports the growth of the industry. The Fnatic partnership allows them to be at the forefront of bringing our esports stars closer to their fans and also bringing BMW into their worlds.
The When Ultimates Meet campaign perfectly merges the worlds of Fnatic and BMW, authentically connecting the two brands in a content series our audience loved. The series addresses one of the oldest challenges in esports (legitimizing esports players as athletes) and allows us to showcase the similarities between BMW’s pro drivers and our League of Legends team.
The content gives a unique behind the scenes look at Fnatic’s players and BMW’s drivers interacting and discussing the complexities of making a career in their respective fields as well as the mutual respect that is evident over the series.
As a result of the campaign our fans highlighted the intelligent use of the partnership in this series and we were therefore able to showcase a significant increase in awareness as well as brand preference scores towards BMW.