According to Wikipedia Esports are a form of competition using video games. But it's no longer just about game. Esports are a form of professional sport competitions with its own Federation, huge events, professional players and teams. It is estimated that 427 million people worldwide will be watching eSports by 2019.
Still there is a problem. Most people think that gaming is for nerds.
Task:
We were aiming to make Yota brand a part of the DNA of the booming esports community. Primary task was to target and attract new audiences to the Yota platform supporting the brand at the Epicenter event — huge esorts competition gathering local gamers and followers.
Idea:
We created a campaign which reshaped how Russian society views gamers and how gamers view themselves. In a series of on-line videos gamers of different age, social status and jobs (even professional sportsman!) openly confessed “Mom, I’m a gamer”.
And that was only the beginning. At the Epicenter event we suggested everyone to make “coming out” and create their own customized photo or video saying “mama, I’m a gamer”. More than 5,800,000 people watched the event broadcast on-line in the same day, 30,000 visited Epicenter in Moscow. And finally more than 27,500,000 people watched competition on-line.
