Dare Iced Coffee is aiming to drive further integration between its traditional sports sponsorships and its esports and gaming strategy, this week hosting a live stream on Twitch featuring St Kilda Saints players Jack Bytel and Max King, along with gaming influencer LoserFruit.
The two-hour branded live stream on Twitch, the live streaming platform for gamers, was devised by Publicis Sport & Entertainment, with media handled by Starcom.
“In these uncertain and challenging times, Dare Iced Coffee is looking to find new ways to help keep our drinkers entertained in home via our existing partnerships and to provide a great opportunity for them to drink it through,” Lion Dairy & Drinks marketing & innovation director Darryn Wallace said.
“We’re excited to be bringing several of our sponsored partners together, and hoping that the Lockdown-Showdown is just the start of a much broader program of integration across sporting worlds.”
Targeted at esports and gaming fans, Publicis Sport & Entertainment director Ashley O’Rourke said Dare Iced Coffee which already has a strong presence in gaming and esports, tasked the team with exploring new ways for the brand to activate its partnerships with traditional sporting teams, including the AFL’s St Kilda Saints.
O’Rourke added: “Whether you’re a business person, teenager, musician or professional athlete, gaming brings everyone together. A huge number of Australians game and we wanted to highlight its popularity through Dare Iced Coffee’s latest activity with one of the brand’s major partnerships with AFL team the St Kilda Football Club.
“With the traditional sporting season paused in Australia, we’ve been working really closely with the Dare team to support its partnership strategy through the creation of engaging and relevant activities and campaigns.
“This was a great way to use Dare Iced Coffee’s credibility in the gaming and esports space; bringing together its broader sponsorship portfolio in a light-hearted and fun way with some popular sporting personalities,” said O’Rourke.
The ‘Fortnite Lockdown-Showdown featuring the St Kilda Saints, brought to you by Dare Iced Coffee’, was live streamed yesterday at 6pm on Twitch. It included a live Q&A via the Twitch stream on social channels, along with merchandise giveaways. As one of the most-watched female gamers in the world, with 1,208,928 Twitch followers, LoserFruit hosted the live stream. Fans were also be invited to square up against the AFL stars and LoserFruit on the popular online video game, Fortnite.
Last year, Dare Iced Coffee enlisted Publicis Sport & Entertainment to drive the brand’s esports strategy.
Publicis Sport & Entertainment is a global Publicis Groupe solution that helps brands and rights holders use sport and entertainment to optimise their return from sponsorships, and broader sports media channels.
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