LION Cereal Partners With the League of Legends Open Tour France

  • LION Cereal has partnered with the League of Legends Open Tour France
  • Last year the company launched an ad campaign targeted at esports fans.

Nestlé’s LION Cereal has announced a partnership with the League of Legends Database-Link-e1521645463907 Open Tour France.

Run by Riot Games Database-Link-e1521645463907, the League of Legends Open Tour is a semi-pro tournament circuit consisting of seven offline tournaments in France throughout 2018. Teams earn points through their participation and the top teams will earn a chance to qualify for the European Masters 2018 main event, a tournament with a €150K prize pool.

Last year, through its partnership with esports advertising agency Hurrah, LION Cereals launched a marketing campaign targeted at esports fans. With support from Riot Games, the French cereal brand held a “Wildest Fan” contest to send 100 fans to the 2017 EU LCS Spring Split Championship.

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LION and Hurrah have continued the Wildest Fan campaign into 2018. This weekend, the company debuted a 30-second commercial and encouraged esports fans to share their wildest esports fan stories on social media. The ad and the campaign as a whole very closely mirror traditional marketing campaigns food brands use in traditional sports.

With LION Cereal expanding its involvement in French League of Legends, the company seems happy with the response, which is encouraging to brands looking to utilize more traditional marketing techniques to reach esports audiences.


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