The General expressed interest in exploring the gaming and eSports vertical and with the help of IdeaQuest identified a new integrated campaign centered around Rocket League post-COVID. By partnering with NRG Esport - a SHAQ-supported, globally recognized Rocket League team -The General became the first ever North American entitlement partner to an eSports team.
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Below outlines a few branded activation within the partnership that I was responsible for managing from conception to measurement ROI.
01 - Partnership Launch
Video Announcement with NRG + SHAQ
The General teamed up with the NRG team and SHAQ to create a video to announce the partnership and pushed out through a dedicated PR campaign in April of 2020.
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I was responsible for designing the concept, managing the logistics of the production and ensuring that campaign was disseminated accordingly.
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The announcement video received over 179k+ views.
02 - Digital Fan Engagement
Fan Vote for Season XI Official Jersey
For the first time in NRG history, fans were able to vote for the Official Team Jersey. The General and NRG worked together to create a digital fan engagement platform with fans voting between four designs. The jersey with the most votes would go on to become The General's NRG Official Jersey for Season XI.
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I identified the platform for voting, negotiated the agreement, oversaw the build-out of the site and managed the promotional two-week window.
03 - Branded Content
Monthly Content with NRG
On a monthly basis, The General NRG produces content with branded integration from The General. The content is then disseminated across The General and NRG's social and digital channels.
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The video showcased here is where The General NRG team taught SHAQ how to play Rocket League.
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For all branded content, I assist in storyline conception, manage brand integration and manage fulfillment of each piece of content across all channnels.