MTN DEW (Gaming)
Industry
Beverage
Category
Media
ON A MISSION FOR REAL CHANGE
The Ask
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.
The Work
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.
INSIDE THE CHALLENGE
THE CAPSULE COLLECTION
REAL CHANGE YEAR 3
Mortal Kombat & RDCWorld
Following the success of the MTN DEW Real Change Challenge, the brand partnered with Mortal Kombat, one of the most iconic game franchises of all time. Aligning with the anticipated release of Mortal Kombat 1, we teamed with RDCWorld, a creative collective of entertainers to announce year 3 at Dream Con before 20,000 attendees.
Twitch & HBCU Esports League
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To bring fans along on the journey of our 64 participating HBCU students, MTN DEW and the HBCU Esports League broadcasted all tournament matches on Twitch, highlighting the HBCU gamers and their paths to the Real Change Challenge Championship.
WE IN DA NEWS Y'ALL
