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Mastercard

LEAGUE OF LEGENDS GLOBAL E-SPORTS PARTNERSHIP

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LEAGUE OF LEGENDS GLOBAL E-SPORTS PARTNERSHIP

August 20, 2020
Mastercard wanted to learn more about esports to help identify how they could be a first mover in the space. On their behalf, we negotiated and secured a first of its kind global partnership with Riot Games League of Legends esports – the most watched esport in the world. BREAKING THROUGH ESPORTS GLOBALLY To help drive their business and build their brand, we created a dedicated team to analyze industry-leading data and evaluated all varieties of sponsorship opportunities. Our team then developed an educational roadshow that organized the gaming landscape, highlighted integration opportunities, defined the passion and analyzed demographic profiles. As a result, we developed a holistic launch strategy that provided Mastercard with strategic positioning for how to speak to the LOL community and conceptualized and produced an experiential activation to establish the brand as a trusted and authentic sponsor at the 2018 World Championship held in South Korea. The three-day experiential pop-up featured a number of ways that fans could get closer to the esport they love as a community, including Augmented Reality experiences, pro player meet & meets, cosplay contests, LOL competitions, Twitch Creator camp, and of course Priceless Surprises that only Mastercard could deliver.

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Crooke Joins R&CPMK Senior Director of Talent Anna Thackeray LONDON – September 28, 2022 – R&CPMK announced today the expansion of the agency’s London-based talent publicity team, with the addition of MK Crooke as Account Director. In the role, Crooke will manage a collection of R&CPMK’s signature talent clients across film and television. Crooke’s existing clients will also join R&CPMK. Crooke will report to Anna Thackeray, Senior Director of Talent, who leads R&CPMK’s UK publicity group. “The growth of our London team, led by Anna, represents an exciting and natural step in executing best-in-class publicity campaigns and strategic advisement
R&CPMK President of Digital Entertainment and Gaming, Melissa Schumer, shares with Adweek how the three industry-leading brands are developing novel ways to tap fandoms from various genres, and how R&CPMK is helping them connect with fans and consumers. “Fans represent the most loyal consumers for any given product. Understanding the power of fan communities allows smart brands to increase their reach among those communities through novel partnerships. Here’s how Mastercard, Crunchyroll and Hasbro surprise and delight fans to build their own fandoms.” Read the full article on ADWEEK.

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