Partnership:

OVERWATCH LEAGUE and Kellogg's

Description:

Blizzard partnered with Kellogg's in celebration of the Overwatch League 2019 Season. Kellogg’s partnered with OWL to execute a sweepstakes promotion that ran in the US through 2020. Various Cheez-It and Pringles products featured OWL logo & Hero IP on-pack, and purchasers had the opportunity to enter the sweepstakes to win prizes such as an all-expenses paid trip to the OWL 2020 Grand Finals, Blank Home/Away jerseys from overwatchleague.com, custom designed and signed Upper Deck player cards, and more. Fans could find these products in their local grocery store/quick mart.

The partnership included co-marketing initiatives with the Cheez-It and Pringles products. Starting with the Playoffs, Cheez-It Grooves and Pringles Wavy brands were the presenting sponsor of the halftime show and highlight segments. The deal also included a one-day sampling of Cheeze-It and Pringles products and a viewing of the Overwatch League 2019 Grand Finals on Sept. 29 in 1,000 Walmart Stores.

In 2020, Kellogg's released co-branded packaging for both Cheez-It Grooves and Pringles Wavy products featuring Overwatch League branding. Consumers also had a chance to enter a sweepstakes for a chance to win tickets to the Overwatch League finals and other Overwatch League branded products. 

Partnership Opportunity:
OVERWATCH LEAGUE/Gaming & Esports
Company:
Blizzard Entertainment
Partner/Category:
Kellogg's /CPG
Timing:
August 3rd Quarter 2019
Target:
Male
Female
Kids (6-11)
Tweens
Teens
Family
Adults
Promotional Elements:
Licensed Product
Branded Content
Event / Activation / Experiential
Premiums / Giveaways
On Pack
Premiums / Giveaways
Product Bundle
Product Demonstrations / Sampling
Contest / Sweepstakes
Media Elements:
Online
Product Placement
Product Giveaways
Signage
Social Media
Created On:
2020-11-30
Last Modified on:
2020-03-11
Companies Involved
Blizzard Entertainment
Tuck

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