Creative Producer / Social Media Strategist / PR Manager
Campaign Objective
AMD is as endemic as sponsors get in esports. In partnering with Fnatic, AMD needed to increase awareness and preference of AMD amongst esports fans, an audience who respect the need for high-performance computing.
Strategic insight
I knew that the Fnatic fan base were primarily PC natives with League of Legends, Counter-Strike and Dota 2 fans as the largest audiences.
Creating awareness for such an endemic brand therefore required perfect timing for proving that a winning team should require the best hardware for their improvement.
Primed with the playing schedule for almost ten different PC esports titles, I sought the times when the advocates - the hardcores - would be most present on social media: game day.
Idea and campaign
LEC MVP, #PoweredByAMD
League of Legends has been Fnatic’s most popular team for over a decade. I knew just how loud and vehement the discussion was after each game.
AMD MVP, a fan-voted biweekly man of the match award, was the perfect time to remind fans each week of why Fnatic was happy AMD provided the team with their CPU and GPUs.
Each week, the social media post was a chance to show the leading performance by the winning player. At the end of each season, the winning player would win AMD's trophy.
Results
35 million views in 3 years.
160K engagement across Twitter, Instagram and Facebook.
Widespread press coverage, including Sky Sports.
What they said
AMD:
“Fnatic built a massive following on social media, which enables AMD to greatly expand our audience of gamers and educate them about the benefits of AMD Ryzen and Radeon. In addition, they can serve as a full-service agency that can create compelling content and social campaigns that increase the visibility of our products and engagement with the fans that we need to reach the most.”
