The Making of Legends
8. Brand Experience & Activation Kancils [8.4 Best use of sponsorships & partnerships]

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Links:
Product/Service:
Telecommunication
Client:
Maxis
Brief:
Malaysia's e-gaming scene was one of the fastest growing in the region. While other telcos were already plastering logos on tournaments and top players, Hotlink didn't even have a gaming product. So how could we win over the love of the mobile gaming community beyond sponsorships and shake their hands on a partnership?
Solution:
THE MAKING OF LEGENDS: EMPOWERING MALAYSIA'S MLBB COMMUNITY Instead of just interrupting games with ads, we took to Malaysia's #1 game MLBB to empower e-sports underdogs and the larger community. We curated: Follow the Rise with Exclusive Content Training updates, player and coach interviews, match highlights and expert analysis, with underdogs and gaming influencers. On-ground Watch Parties Amplifying the fan experience by building community support for the underdogs' matches. Co-created Masterclasses Empowering the underdogs to have a part in building the next generation of legends. E-sports Documentary An ode to the MLBB Malaysia underdogs and the community. Exclusive In-game Perks Level up your game with every Hotlink app purchase. By investing in their journey, we amassed over 23 million views across various platforms, increased media coverage by 30%, higher average watch time by 23%, 3 point increase in brand consideration and 5% more gaming network traffic t

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