Fanta Gaming Masters is an exclusive championship for gamers in the MENA region, held in partnership with EA Sports, PlayStation and Power League Gaming (PLG). For three consecutive years, the competition has attracted players to compete at an international level. Jordanian FIFA enthusiast Saif Haddadin was named the Middle East’s FIFA 17 winner this season, becoming the MENA Regional Fanta Gaming Master 2016. He also got a chance to participate at EA’s Ultimate Team Championship Regional Final in Sydney in February 2017. The winners will then progress to the Ultimate Team Championship Finals, held globally, before the FIFA Interactive World Cup (FIWC) Grand Final in London in August.
In 2016, the brand took it a step further. “We live streamed the finals on both Twitter and Periscope. Through this activation, viewers lived the excitement virtually through their smart screens, without necessarily being present at Yas Island, where the competition took place,” says Tolga Cebe, director of marketing, Coca-Cola Middle East. “Moreover, the move away from a one-way form of communication gave us the opportunity to engage with our viewers through a number of activities during the live stream,” he adds. This move also increased the reach of this event through Promoted Tweets in the UAE as well as KSA.
While Fanta Masters has used digital channels – including Twitter – in the past two years, this was the first time it used Periscope – or, more specifically, Periscope Producer, a new tool that allows brands to stream high-quality live video on Periscope and Twitter from external sources. The nine-hour live stream from @FantaMasters (on both Twitter and Periscope) was open to both local and global audiences, making Fanta the first brand to leverage Periscope Producer in MENA and run it through Coca-Cola globally.
4.6 million impressions on Periscope
1.75 million people reached
435,000 viewers on the live stream
162,000 hearts – Periscope’s version of Twitter likes – were shared on the stream
122,000 Tweet engagements