ONE Esports MPLI 2023, held in Jakarta, Indonesia, from November 15 to 19, 2023, featured the world’s top MLBB teams and players. MLBB is one of the world’s largest mobile esports titles, with an estimated 80 million monthly active users.

According to a market forecast by Statista, the confectionery and snacks market in Southeast Asia (SEA) is expected to grow annually by 7.85% (CAGR 2024 – 2028). Meiji aimed to elevate the visibility and conversion of its cream-filled biscuit, Hello Panda, among gaming and esports fans by leveraging the popularity and impact of MLBB and ONE Esports MPLI 2023.

As an international tournament, ONE Esports MPLI 2023 became the ideal platform for Meiji and Hello Panda to emphasize its brand messaging among the diverse MLBB community. This collaboration maximized brand exposure and conversion of Hello Panda amongst fans.

The campaign targeted the diverse MLBB community, from casual gamers to esports enthusiasts. Meiji and Hello Panda aimed to authentically connect and engage with fans across various tournament touchpoints and experiences to maximize brand exposure and drive conversion.

As the tournament organizer, ONE Esports leveraged a multimedia approach to seed Hello Panda products and content to its spectators and fans. Across on-site activations, social media, livestreams, influencer collaborations, and giveaways, ONE Esports successfully placed Hello Panda at the heart of the tournament experience by directly connecting it to the players, talents, and fans through strategic content and placements.

This always-on content strategy positioned Meiji and Hello Panda as top of mind within the MLBB landscape, ensuring that when fans engage with the game – by watching or playing – the association of Meiji and Hello Panda takes center stage in their brand perception.

The campaign targeted the diverse MLBB community, from casual gamers to esports enthusiasts. Meiji and Hello Panda aimed to authentically connect and engage with fans across various tournament touchpoints and experiences to maximize brand exposure and drive conversion.

As the tournament organizer, ONE Esports leveraged a multimedia approach to seed Hello Panda products and content to its spectators and fans. Across on-site activations, social media, livestreams, influencer collaborations, and giveaways, ONE Esports successfully placed Hello Panda at the heart of the tournament experience by directly connecting it to the players, talents, and fans through strategic content and placements.

This always-on content strategy positioned Meiji and Hello Panda as top of mind within the MLBB landscape, ensuring that when fans engage with the game – by watching or playing – the association of Meiji and Hello Panda takes center stage in their brand perception.

ONE Esports MPLI 2023 successfully seeded organic content featuring Hello Panda across multiple touchpoints, positioning Meiji and Hello Panda as top of mind and maximizing brand affinity.

Hello Panda took center stage at ONE Esports MPLI 2023 livestreams, which achieved 71 million video views across live broadcasts and supporting video content and over 9.4 million watch hours over five days. Digital, video, and social content were vital in keeping fans engaged throughout the tournament, seeing over 100 million TikTok views on the hashtag “#MPLI2023” and over 56 million social impressions and 4 million social engagements on ONE Esports’ organic social content.

ONE Esports’ always-on website placements, such as homepage takeovers, website popups, and editorial articles, resulted in just under one million impressions throughout five days.

The activation sparked positive user-generated content (UGC) and chat messages for the brand, including fans posting about their Hello Panda purchases, demonstrating successful conversion.