Encompass Conceptualizes and Executes India’s Largest Gaming Championship- Dew Arena

Marketing | October 19, 2016 | News

Mountain Dew Encompass Events Geometry Global

PepsiCo India recently concluded the final leg of India’s biggest ever gaming championship - Dew Arena. The unique 9-week gaming championship saw 5 of the best gamers in India battling it out for a chance to get their profile on the Mountain Dew bottle, in addition to cash prizes from a prize pool worth INR 10 Lakhs.

The Dew Arena was a unique sporting extravaganza that saw an FMCG brand entering the eSports space in India for the very first time. The highlights of the faming championship and its finale included:

1-The Championship received over 75,000 participants, more than double the estimated initial participation target of 30,000.

2-The finale saw 26 finalists across various teams who qualified for the Finale compete on the immensely popular - Forza 6, DOTA 2, Street Fighter 4, FIFA and CS: GO

3- Mountain Dew also reached out to gaming enthusiasts physically in the form of a massive, 25-city gaming truck activation.

The 25-city truck activation and the entire gaming championship were conceptualized and executed by Geometry Global Encompass Network. The agency was challenged with creating an experiential sampling campaign that would engage people with the brand, raise awareness and trial of the new product Mountain Dew Game Fuel among youth and reinforce the fun elements of the brand.

The multi-city activation devised by the agency included two trucks that morphed into gaming arenas and covered the states of Rajasthan, Uttar Pradesh, Punjab, Haryana and NCR – deploying at colleges and youth hangout spots.  While there have been sporadic and tentative steps by a lot of mainstream brands to engage with the Gaming ecosystem, The Dew Arena concept was extremely unique as it embraced the entire ecosystem of gaming.

In taking the iconic Dew Arena Gaming Machine across North India and covering 60 locations over 2 months, the Dew Arena brought gaming at all locations into the limelight.

Rajiv Makhni, Managing Editor- Technology NDTV covered the buzz around the #DewArena gaming truck as it docked in Delhi. He said, "The popular gaming event is blowing everyone’s mind! Have a quick glance at the much popular self-sufficient gaming truck."

On the campaign, Atin Suri, Account Director - Client Services, Team 1, Encompass Events said, "There was no pitch for this project as Encompass has been successfully handling the brand activations and events for several years. The agency delivered a turnkey project handling the entire Strategic Planning, Designs along with Permission and Procurement for each city for a seamless and hassle free campaign."

NODWIN Gaming's Managing Director Akshat Rathee said "The partnership with Mountain Dew and ESL (The worldwide leader in eSports) with NODWIN Gaming (The largest Indian Video Gaming Agency), has been a strong match. With the reach of PepsiCo and the gaming expertise of NODWIN, the access to the gaming TG in our country has been extremely fruitful. We look to build up this ecosystem in the future to bring even more access to gamers in our country."

The Dew Arena was a unique sporting extravaganza that saw an FMCG brand entering the eSports space in India for the very first time.

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