The document discusses how Coca-Cola leveraged live-streaming and user-generated content to engage gamers around League of Legends competitions. Coca-Cola partnered with cinema chains to stream events to millions of fans worldwide, and amplified the events with branded photo walls and merchandise. The campaigns reached over 50 million fans and generated strong social media engagement and concession sales. The key lessons discussed are finding the right content partner, starting small and testing ideas before scaling up, and focusing on authentic fan experiences over technology.

2. TO DELIVER MEANINGFUL CONTENT,
WE MUST BE AUTHENTIC.
This gives brands a credible reason to
deliver their message in an authentic way
through things people care about.

3. CONTENT IS INCREASINGLY BEING
USED AS A BRAND EXPERIENCE TOOL –
NOT JUST AN OUTPUT.

4. WHY?

5. BECAUSE CONSUMERS CONNECT WITH
BRANDS THROUGH STORIES …
AND THE BEST STORIES ARE THE ONES
WE EXPERIENCE FOR OURSELVES.

6. ignition’s Austin Bryan and Randi Conner shared
their stories at Event Tech — the industry’s
fastest-growing conference that showcases the
latest technologies and biggest case studies.
Here’s what they shared:

7. LIVE-STREAMING EVENTS:
INSIDE COKE’S E-SPORTS PLAYBOOK

8. ONE-FOURTH OF ALL THE PEOPLE
IN THE WORLD ARE GAMERS…

9. OUT OF THOSE GAMERS, 70 MILLION
PLAY LEAGUE OF LEGENDS.

10. SO WE LEVERAGED THIS GLOBAL
PHENOMENON TO CREATE SOCIAL
OCCASIONS FOR GAMERS TO
CELEBRATE THEIR SHARED PASSION.

11. UTILIZING IN-CINEMA LIVE STREAMING
TECHNOLOGY, WE BROUGHT LEAGUE
OF LEGENDS FANS A ONE-OF-A-KIND
VIEWING EXPERIENCE…

12. GIVING FANS THE POWER TO SELECT
WHERE THE EVENTS WOULD BE HELD.

13. AND LEVERAGING SOCIAL MEDIA TO
PROMOTE THE VIEWING PARTIES —
WHICH SOLD OUT IN DAYS.

14. WE PARTNERED WITH THE DIGITAL
CINEMA DISTRIBUTION COALITION TO
STREAM LEAGUE OF LEGENDS
COMPETITIONS TO MILLIONS OF FANS
ACROSS THE WORLD.

15. TO AMPLIFY THOSE EVENTS,
WE CREATED CHEER BOARDS,
A BRANDED SELFIE WALL AND
EXCLUSIVE SOUVENIR CUPS.

16. RESULTS:
50 MILLION FANS REACHED
THROUGH CAMERA FEEDS
TWO MILLION SOCIAL
MEDIA IMPRESSIONS
24% INCREASE IN AVERAGE
CONCESSION SALES
100% FAVORABLE
SENTIMENT ON
SOCIAL MEDIA

17. WE FOUND SUCCESS IS NOT ABOUT
THE TECHNOLOGY — IT’S ABOUT BRINGING
THE GAMING WORLD TO LIFE, OFFLINE.

18. WHICH IS WHY WE PROVIDED
A SPACE TO CREATE CAMARADERIE —
CELEBRATING THE GAME AND ITS FANS.

19. BEST PRACTICES:
FIND THE RIGHT CONTENT PARTNER
LEVERAGE YOUR PARTNER’S REACH
TEST THINGS OUT
START SMALL AND SCALE UP

20. CONTENT CASE STUDY:
COKE ZERO’S REAL-TIME
FAN FILM

21. WE USED A MUTUAL LOVE FOR
THE NCAA MARCH MADNESS GAMES
TO UNITE RIVAL FANS.

22. THE FUN PART?

23. WE CAPTURED THE
ENTIRE EXPERIENCE ON FILM.

25. OUR FIRST-EVER TV SPOT AIRED
JUST BEFORE THE TIPOFF OF
THE CHAMPIONSHIP GAME —
INSPIRING MILLIONS OF VIEWERS
TO BE #OPENTOTRY.

26. KEY LEARNINGS:
LIVE CAPTURE IS REAL CAPTURE
FLEXIBILITY IS KEY TO REMAINING
AUTHENTIC AND RELEVANT
DEVELOPING THE RIGHT TEAM THAT
CAN MAKE DECISIONS FAST IS CRUCIAL

27. IN SUMMARY…

28. BE AUTHENTIC.
Consumers demand thoughtful and meaningful
content. They want to create their own experience
instead of being invited to experience.
BE RELEVANT.
Do your research and understand
what your consumers want.
RELEVANCY + AUTHENTICITY = MEANINGFULNESS