Cervezas San Miguel
Creative Content: brand positioning for esports.
Cervezas San Miguel has supported esports for years, it has contributed to its growth and delivered value for gamers. However, over its long history, the brand had never taken the spotlight in the gaming scene. We saw an opportunity to increase brand relevance and we helped our client to take a bold step forwards with this emerging young audience that’s full of potential. Working with San Miguel, we created an interactive and disruptive space to connect with influencer gamers and their followers in a new context. This gave large scale visibility to the brand’s commitment to gaming.
#IgniteYourGame movement.
#IgniteYourGame is a manifesto, a declaration of intent about the role of the brand in this specific territory. We got things started with a video by Alec Molón (producer of YouTube’s Hispanic YouTube Rewind) featuring highly relevant profiles such as the Team Heretics creators.
For launch, we enlisted Ana Marrero, a salient player and Twitch streamer. From there onwards, in order to achieve an optimum positioning we deployed a channel mix campaign on social media including Twitch, YouTube, newsletters, press and offline actions.
This approach exceeded our set objectives by more than 10%. The overwhelming majority of comments and ratings were positive, and #IgniteYourGame went viral.
The campaign achieved a positive and non-intrusive perception of the brand as well as a substantial amplification of the company’s message.
From that moment on, #IgniteYourGame is a current fixture of Cervezas San Miguel’s activations in the gaming world.
Channel mixing is native to young audiences. An entertainment-based approach implies speaking their language.
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Our @sanMiguel ‘s gamer community is hitting refresh. Check this unbelievable video with @alecmolon to celebrate. It’s been amazing having them by our side here at Heretics.
@TheGrefg, Youtuber & streamer
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