Cybersport.ru recently told about car brands that are part of esports… The reason for that material was the signing of partnership agreements between BMW and five major League of Legends clubs (T1, Cloud9, Fnatic, G2 Esports and FunPlus Phoenix). During this time, the German carmaker managed to organize a series of racing simulator tournaments, hold a fan League of Legends event, receive a nomination for the Esports Awards and create esports accounts on social networks. How BMW has integrated into eSports, – in the material Cybersport.ru.
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Social media activity
On August 5, BMW created dedicated esports accounts on Twitter and Instagram. The brand immediately began publishing a lot of entertainment and media content. Unlike many competitors, BMW has tried to make the most of these platforms in order to truly integrate into the esports community. BMW is still far from the level of Red Bull Gaming, which has fully adapted to the culture of gamers and can easily communicate with Dota 2 and CS: GO fans in the same meme language. However, the brand is definitely aiming in this direction.
The BMW Esports Twitter account exchanges jokes with partner teams, repost memes and periodically replies to fans and media personalities from the League of Legends world. Sometimes there is still an official style in this, but the brand is probably trying to find a balance between its own image and the peculiarities of the esports industry.
1/1 Source: @BMWEsports
In addition, BMW is quite successful in promoting its slogan – #UnitedInRivalry (“unity in competition “). This hashtag is actively used both by the teams themselves and their players, and by fans of the clubs. It was with this slogan that BMW entered esports when it signed five rival top teams, united by one brand. Clubs in League of Legends, even at the management level, love online trash and mutual harmless picks. BMW was able to successfully integrate its idea of United In Rivalry into this style of interaction between organizations.
Own tournaments
BMW runs online tournaments on an ongoing basis BMW SIM M2 CS Racing Cup is a racing simulator broadcast on the brand’s official Twitch channel. However, it’s worth noting that the BMW account is not yet as popular on the streaming platform. – he has only 3 thousand subscribers and so far there are no recordings of the competitions (there you can find only clips with bright moments). The brand also has its own lineup in this discipline. BMW recently announced a partnership with the DTM (German Light Car Championship), which will host five online races from 22 September. The pilots of the German auto concern also participate in them.
Hm … ? Looks like a BMW Motorsport SIM Racing team should be part of it. But which drivers should we choose? Wait for it … ⌛️?#BMWSIM@DTMpic.twitter.com/7jvSMYzl4H
However, BMW tries its hand not only in the usual racing environment, but also in more popular e-sports disciplines. In mid-August, the company organized the BMW Berlin Brawl League of Legends show tournament. The event, which is surprising in the current reality, was held not online, but in LAN format, but without spectators.
Ten days before the start of the Berlin Brawl, BMW held the BerlinELECTRIFIED event. Two teams participated: one was made up of musicians and bloggers (#BMWiConvoySound), and the other was made up of representatives of the esports industry (#BMWiConvoyEsports). They set up demonstration rides in Berlin, making stops to participate in all sorts of fun challenges. In #BMWiConvoySound, for example, there were two millionaire bloggers at once – ESKEI83 and Sky & Tami. The total audience reach of the members of this team was almost 3 million users in Instagram alone. At the same time, each of the influencers held a photo session with BMW and shared pictures with subscribers.
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Look
Returning to the BMW Berlin Brawl tournament, it is worth noting that not only the brand invested in this event – the clubs themselves worked to the maximum. In esports, you can sometimes notice that many professional players are rather cold about any sponsorship activity. Such a tournament without prize money, competitive value, and even with fans in the roster would hardly have aroused the enthusiasm of players from the CIS. However, clubs Fnatic and G2 have thoroughly approached the show tournament.
Organizations created a wide variety of content within the BMW Berlin Brawl. Fnatic filmed a 30-minute backstage report, G2 prepared a selection of hot highlights, Cloud9 CEO, whose team did not participate at all, wrote down a humorous forecast for the meeting.
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