Creative Strategist / Social Media Strategist / UX Writer
Campaign objective
To enhance the mobile experience of Fnatic fans and gamers, provide a class-leading advantage for the mobile esport teams, and engage authentically with Fnatic's core community.
Strategic insight
Mobile gaming represented a new generation of esports and, although Fnatic is a PC-first organisation, in reaching over it would hopefully do the fast-growing nature of mobile esports justice.
OnePlus initially partnered with Fnatic during large gaming events, including Paris Games Week. Its partnership grew when it was evident on social media that the audience were receptive to the brand.
Idea and campaign
Fnatic Mode was a first-of-its-kind collaboration between a mobile manufacturer and esports organisation.
The mode, built in to the operating system, was an advanced gaming mode that transformed OnePlus phone into a dedicated handheld games console.
The social media partnership between Fnatic and OnePlus would serve as perfect showcase of the Mode's capabilities, as well as helping its specific tone of voice.
Results
45 million views across YouTube, Twitter, Instagram and Facebook.
5+ million OnePlus handsets sold with Fnatic Mode.
