With the pandemic (almost) out of the way, people all over the world are eager to rejoin their favorite offline events. Bucharest Gaming Week 2022 was no exception, with thousands of esports, gaming professionals, and enthusiasts convening in a unique venue for 9 days of online and offline workshops, competitions, and product launches.
In this context, Pepsi teamed up with g7 WaveCrest, the EFMP partner for Romania, for an ambitious challenge: making one of the biggest brands in the world fit in with the niche gaming community while keeping true to the brand essence and becoming relevant for this audience.
Going back to the root of what Pepsi stands for, creating everyday memorable experiences, The DreamTeam Tournament was born: an e-sports challenge that brought together regular players with influencers and stars from the gaming community, playing against each other in mixed teams, for fun, glory, and instant prizes.
The Pepsi Arena engaged visitors also with other activations, like open Subsoccer matches, instant Trivia contests, Insta corners, and autographs sessions. To amplify the event, content was created and shared in real-time on Pepsi’s social media channels.
After hundreds of hours going from 3D modelling to production, to setup and staffing, the results came in: Pepsi DreamTeam Challenge reached awareness to over 50.000 of gaming enthusiasts, with more than 1.000 people interacting live with the arena. Numbers aside, a bigger goal was reached: starting on the right foot a lasting relationship with the gaming community.