Hotlink Jaguh All Star: Malaysia's first-ever fan-controlled MLBB tournament
9. Entertainment Kancils [9.9 Best Use of Gaming Community, Influencers and Co-creation]
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Links:
Product/Service:
Internet/Telecom
Client:
Maxis
Brief:
As an effort to win over the youth, Hotlink has always championed the local MLBB gaming scene. But sponsorship alone is not enough to build a sustainable and long lasting relationship with the youth. We needed to nurture the MLBB community in order to nurture a strong relationship with them.
Solution:
When you love something, you'll always have an opinion. And MLBB fans have plenty. So, after years of sponsoring successful MLBB tournaments, we decided it's time we bring in a new MVP MLBB die-hards and give them the power to control the game.
With Moonton's blessing and support, we launched Hotlink's first fully-owned MLBB tournament and gave MLBB fans the ultimate power of deciding the tournament's team captains, who will then assemble their dream teams for battle.
We also rewarded fans with exclusive merchandise and a meet-and-greet with the amazing teams.
Result:
'¢ Over 1.85mil TikTok video impressions with 17.5% VTR (#1 social media used by Malaysian Gen Z*)
'¢ Over 1.63mil cumulative reach across media touchpoints
'¢ USD 31.3mil earned PR value (Advertising Value Equivalency)
Source: GWI, wave (Q3 2023, Q4 2023, Q1 2024, Q2 2024) Universe 4.9M
