The Insight:
FIFA gamers love a good competition; they have been exposed to many tournaments that happen in the region from other brands. however, they have never been exposed to the professional world. It would be a first-time experience for them to get in touch with the professional side of FIFA gaming
The Proposition:
Serving the fans that make the game. Leveraging our Football proposition, we wanted to bring in the same thinking into gaming, by being the people's brand, we want to further build on our "championing the fans" strategy and promise, giving them something only McDonald’s can / will offer.
The Idea:
Esports cup presented by McDonalds. A free to enter official FIFA 22 virtual tournament, with a McDonald’s twist. 7 Regional qualifiers were played by amateur players to get the best 16 players with a $25K prize pool. And the biggest giveaway? a 2-hour coaching session with FIFA World Champion MS Dousary, who coincidentally is from the Region (Saudi). this gave our tournament an edge that no brand has done before. To further our reach and exposure we live streamed the Quarter Finals, Semi Finals and Finals by partnering with Popular Twitch Streamer Ahmed Show, who was accompanied by World Champ MS dousary and famous esports commentator Ali Durai, where we gave away free PlayStation rewards for all viewers.
Phase 1: Tournament started with the country knockout qualifiers where players competed against each other to qualify for the next round (UAE, KSA, Oman, Bahrain, Qatar, Kuwait)
Phase 2: World Champion coached the 16 finalists to prepare them for the finals.
Phase 3: Finals Streams
