Year
2023
Client
PepsiCo
Category
Gaming
Product Duration
12 Months
Despite 83% of Black teens identifying as gamers, they remain massively underrepresented in the pro esports space. Mountain Dew needed to build a platform that didn’t just speak to the issue—but actively created access and career pathways in gaming for Black college students.
We helped power the MTN DEW Real Change Challenge, a national HBCU esports tournament and content series focused on unlocking real opportunities for Black gamers.
The campaign spanned two consecutive college semesters and featured a Mortal Kombat 1 & Call of Duty tournament, custom content with creators, and live championships in Atlanta, giving players a taste of the pro scene. Our team supported strategy, tournament amplification & management, live stream & live event production, influencer programming, and creator integration. Embedding Cxmmunity and Mtn Dew into the backbone of Gen Z Black gaming culture.
+9M minutes watched on Twitch
+3M total livestream views across Twitch and YouTube
+340K unique viewers during broadcasts
+250M total impressions, a 64% YoY growth
97% positive sentiment across 1B+ earned impressions
Capped off with a $1M prize pool + mentorship opportunities for Black student gamers
