Dare Iced Coffee hosted a live stream on Twitch featuring St Kilda Saints players Jack Bytel and Max King, and gaming influencer LoserFruit.
The two-hour branded livestream, Lockdown-Showdon, was devised by Publicis Sport & Entertainment with media handled by Starcom.
The move comes as part of the brand’s plans to drive further integration between its traditional sports sponsorships and its esports and gaming strategy.
“In these uncertain and challenging times, Dare Iced Coffee is looking to find new ways to help keep our drinkers entertained in home via our existing partnerships and to provide a great opportunity for them to drink it through,” says Darryn Wallace, marketing and innovation director at Lion Dairy & Drinks.
“We’re excited to be bringing several of our sponsored partners together, and hoping that the Lockdown-Showdown is just the start of a much broader program of integration across sporting worlds.”
Targeted at esports and gaming fans, Publicis Sport & Entertainment director Ashley O’Rourke says Dare Iced Coffee tasked the team with exploring new ways for the brand to activate its partnerships with traditional sporting teams, including the AFL’s St Kilda Saints.
“A huge number of Australians game and we wanted to highlight its popularity through Dare Iced Coffee’s latest activity with one of the brand’s major partnerships with AFL team the St Kilda Football Club,” O’Rourke says.
“With the traditional sporting season paused in Australia, we’ve been working really closely with the Dare team to support its partnership strategy through the creation of engaging and relevant activities and campaigns.
“This was a great way to use Dare Iced Coffee’s credibility in the gaming and esports space; bringing together its broader sponsorship portfolio in a light-hearted and fun way with some popular sporting personalities.”
The “Fortnite Lockdown-Showdown featuring the St Kilda Saints, brought to you by Dare Iced Coffee”, was live streamed yesterday at 6pm on Twitch.
It included a live Q&A via the Twitch stream on social channels, along with merchandise giveaways.
As one of the most-watched female gamers in the world, with 1,208,928 Twitch followers, LoserFruit hosted the live stream.
Fans were also be invited to square up against the AFL stars and LoserFruit on the popular online video game, Fortnite.
Dare Iced Coffee began working with Publicis Sport & Entertainment last year to drive the brand’s esports strategy.
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