The first esports award dedicated to originality
An activation to engage the League of Legends community during the most popular Italian tournament.
Chiquita is the most loved banana in the world. To launch the new positioning in Italy “Originale, naturalmente.” and to get a grip on the younger generation, we needed to find new occasions for communication. We made Chiquita protagonist of an unexplored territory for the brand: eSports, communicating the brand originality to a very specific target audience.
Every year, during the biggest Italian eSports tournament on Twitch – PG Nationals of League of Legends - the supporters elect the Most Valuable Player (MVP). Thanks to Chiquita, for the first time in 2020, people elected the Most Original Player (MOP), the player who proved to be the most creative during the tournament. During 8 tournament weeks, eSports fans who watched the live tournament on Twitch, were invited to vote the Most Original Play Of The Week.
The campaign went live on different touchpoints: dynamic content on social media, videos with call to action during official tournament streaming on Twitch, a landing page that allowed the community to cast their votes, and a live celebration of the winner who was awarded with a custom designed Chiquita Trophy.
- 7,5MIO TWITCH IMPRESSIONS
- 50MIO SOCIAL MEDIA IMPRESSIONS
- +30K COMMUNITY VOTES