MTN DEW (Gaming)
ON A MISSION FOR REAL CHANGE
With 80% of Black youth gaming, but low overall representation in esports, MTN DEW sought to level the playing field by striking at the root of the problem.
Leveraging the insights of entrepreneurs and HBCU students, we developed a multi-year plan that started with a pitch competition for emerging HBCU game developers. In year 2, we expanded MTN DEW's cultural footprint with the Real Change Challenge tournament, collaborating with Call of Duty, Twitch, Twitter, and others.