For JD and XL 2023 was all about pushing the boundaries of what was possible, engaging both mainstream gamers and hardcore esports fans, harnessed by JD’s focus on cross over culture and fandom as well as XL’s authentic heritage and storytelling in this space.
The key pillars of the campaign activated around the team’s high-scale and passionate League of Legends community, through ownership of the popular team vlogs and hosting the highly-anticipated MSI 2023 After Party (circa 1 million impressions and 200+ attendees respectively) as well as creating ground-breaking activations that the gaming and esports industry had never seen before. This included the first-ever team FIFA podcast (4.5 million views and 9 content creators from the world of sport, gaming and entertainment), a first-of-its-kind EAFC Pro Player Challenge called ‘JD Club Kings’, that XL hosted with JD and their other 6 partner football clubs (12 million views +) and lastly, the largest partner events series ever delivered by an esports team, which consisted of a two story experiential playground, that toured the most attended gaming events in Europe: Gamescom – Cologne (350,000 attendees), Insomnia – Birmingham (35,000 attendees) and Paris Games Week -Paris (350,000 attendees), generating over 45,000 unique physical engagements for XL and JD.
