As Red Bull’s first Head of eSports, I got to build our strategy from scratch with an amazing team from Seoul to Saudi to Seattle
This meant defining not only our target audience and how to reach them credibly, but also how we’d speak about them internally
After our eSports strategy roll-out we tripled the number of branded eSports events globally engaging over 150k event patrons in the first year
We doubled the eSports athlete team and their brand impact through unique projects and professional performance
"Red Bull recognized the potential of eSports early and has executed more effectively than almost any other brand involved in the space. They are one of the few brands who have been able to foster an authentic connection with millennials through eSports, by showing that real engagement takes more than merely being present."
-Craig Keller, Digital Surgeons
It was never about a strategy for “advertising-adverse niches” – it was falling in love with gaming and building things for them that demonstrated that love
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