Samsung CGA
Samsung set out to build brand relevance with university students across Southeast Asia by tapping into mobile gaming and partnering with MLBB, the region’s leading title.
Samsung set out to build brand relevance with university students across Southeast Asia by tapping into mobile gaming and partnering with MLBB, the region’s leading title.
Activation
Partnership
Samsung CGA
Challenge
Samsung set out to build brand relevance with university students across Southeast Asia by tapping into mobile gaming and partnering with MLBB, the region’s leading title. The aim: connect with next-gen consumers and bridge campus esports with the pro scene.
Challenge
Samsung set out to build brand relevance with university students across Southeast Asia by tapping into mobile gaming and partnering with MLBB, the region’s leading title. The aim: connect with next-gen consumers and bridge campus esports with the pro scene.
Challenge
Samsung set out to build brand relevance with university students across Southeast Asia by tapping into mobile gaming and partnering with MLBB, the region’s leading title. The aim: connect with next-gen consumers and bridge campus esports with the pro scene.
Solution
In partnerships with Publicis Groupe, The Galaxy Gaming Academy Campus Series was a regional collegiate tournament spanning Indonesia, Malaysia, the Philippines, and Singapore. Online qualifiers and an offline grand final in Jakarta, Samsung integration across gameplay, production, content and community engagement through KOLs, and campus challenges.
Solution
In partnerships with Publicis Groupe, The Galaxy Gaming Academy Campus Series was a regional collegiate tournament spanning Indonesia, Malaysia, the Philippines, and Singapore. Online qualifiers and an offline grand final in Jakarta, Samsung integration across gameplay, production, content and community engagement through KOLs, and campus challenges.
Solution
In partnerships with Publicis Groupe, The Galaxy Gaming Academy Campus Series was a regional collegiate tournament spanning Indonesia, Malaysia, the Philippines, and Singapore. Online qualifiers and an offline grand final in Jakarta, Samsung integration across gameplay, production, content and community engagement through KOLs, and campus challenges.
Result
2.4M peak concurrent viewership of the playoffs. 21 broadcast channels, in 4 languages. Over 2,600 fans in person at the event in Jakarta. It worked because Gaming as a cultural touchpoint anchored Samsung to be top-of-mind among student gamers. The localised, high-quality production ensured participation and a full-funnel ecosystem of players, fans, and creators ensured success.
Result
2.4M peak concurrent viewership of the playoffs. 21 broadcast channels, in 4 languages. Over 2,600 fans in person at the event in Jakarta. It worked because Gaming as a cultural touchpoint anchored Samsung to be top-of-mind among student gamers. The localised, high-quality production ensured participation and a full-funnel ecosystem of players, fans, and creators ensured success.
Result
2.4M peak concurrent viewership of the playoffs. 21 broadcast channels, in 4 languages. Over 2,600 fans in person at the event in Jakarta. It worked because Gaming as a cultural touchpoint anchored Samsung to be top-of-mind among student gamers. The localised, high-quality production ensured participation and a full-funnel ecosystem of players, fans, and creators ensured success.
Samsung set out to build brand relevance with university students across Southeast Asia by tapping into mobile gaming and partnering with MLBB, the region’s leading title.
Activation
Partnership
Next
Project
Mana Partners
Mana Partners
Mana Partners