Cannes Lions

Battle Of The Best

GUT, Miami / ABINBEV / 2021

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Overview

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Credits

Overview

Background

As a brand that believes in the power of fun, Bud Light Seltzer is always finding different ways to entertain. And despite the global pandemic, that mission didn’t change. The brief was to find a fresh way to inject fun and excitement into the “new normal” we were living in. To leverage eSports in a way that entertained gamers and non-gamers alike. To create something never seen before.

Idea

A cross-game tournament is a groundbreaking concept in the eSports world. To break it down for non-gamers: imagine a sports tournament with Tom Brady, Tiger Woods, Messi, and Lebron James. These legendary players all competing to determine the best athlete in the world. No, not just in a single sport, but the best all around athlete. Sound impossible? Well, that’s exactly what we did for eSports. We set out to find the best gamer of all time, by combining 4 different games into one, winner-take-all super event. Bud Light Seltzer’s Battle Of The Best, featured 16 of the gaming world’s biggest eSports stars, battling in 4 completely different games for the chance at one crown.

Strategy

Bud Light Seltzer, a brand built on fun and entertainment, wanted to find a way to reach a new, growing target: gamers. And they wanted to do so in a way that would appeal to non-gamers too. The result? A tournament that changed the face of eSports by answering the age-old question, “Who is the best over-all gamer in the world?”. How? By creating the biggest eSports event in gaming history, the Bud Light Seltzer Battle Of The Best.

Execution

In partnership with Twitch, Bud Light Seltzer put on a three day event with live commentary throughout. The tournament featured 16 of gaming’s biggest stars battling in four different games which require 4 totally different skill sets - Call of Duty, Halo 3, Golf with Friends and FallGuys. On the final day, the brand invited fans everywhere to stream Kygo’s legendary halftime show, with over 9.5 million viewers, and over 88 million minutes of content watched. It all combined to create the Super Bowl of eSports, and the title of the number #1 brand stream in Twitch history. The crowned champion was announced on September 4th, winning the BOTB trophy that was specially designed for the tournament. The custom trophy represents the colors of the Bud Light Seltzer flavors, the passion of the gamers, and their commitment to their craft with different elements of gaming symbolized within the trophy.

Outcome

In partnership with Twitch, Bud Light Seltzer’s Battle of the Best garnered more viewers than the NBA playoffs and the NHL playoffs that were played live on the same nights. It became the most watched “Golf With Your Friends” event ever, and even broke the server of the world’s hottest game. Over the course of three days, 9.5 million people tuned-in to the Twitch broadcast consuming over 88 million minutes worth of content. All this resulted in Battle of the Best becoming the number 1 brand stream in Twitch history.

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