Cbolão & McDonald's

Cbolão and McDonald's: A Partnership in the eSports Universe

Cbolão, the largest League of Legends community tournament in the world, was sponsored by McDonald's for its 2nd Split of 2023. The championship took place during CCXP23, the biggest pop culture event on the planet, offering a unique opportunity for brand visibility among a massive eSports and pop culture audience.

Proposal

McDonald's teamed up with Cbolão with the aim of strengthening its presence among the gamer and youth audience, integrating the brand in an organic way and actively participating in the broadcasts and activations at the event. The proposal was to create a genuine connection between the brand and the passionate eSports community, using innovative exhibition formats and live interactions.

The Plan

The tournament took place in the Game Arena at CCXP23 on December 1st, 2nd and 3rd, in a historic edition of the event with more than 287,000 people in attendance. The Méqui brand was present right from the start, guaranteeing continuous exposure on the tournament's main channels and interactions during the broadcasts.

Main activations and formats:

• Live broadcasts: Rotating logo, "Replay By Méqui", "Draft By Méqui", and 30-second ads.
• Physical presence: Brand displayed on the Game Arena's main and secondary screens.
• Product placement: Insertions inside the casters' booth and mentions with product consumption during the broadcasts.
• Engagement on social networks: Organic participation on Twitter, with over 4.3 million impressions and 447,000 engagements.
• Influencers: The "Island of Legends" squad, led by Baiano, promoted the brand on social networks and exclusive activations.