To create a campaign that directly connects Freeletics with the esports audience and raises awareness of the brand whilst educating the esports audience about the importance of a healthy active lifestyle (HAL).
The importance focusing on both your physical and mental performance is a key factor in the success in both gaming at a professional level and life in general. Both Freeletics and Fnatic share forward-thinking and innovative brand values when it comes to performance.
The campaign was designed to show that some of the struggles and issues that a professional esports gamers are also similar to traditional sports athletes with many of the same challenges faced by everyone when starting out.By inspiring and challenging the Fnatic fan to not just level-up in-game, but IRL too - challenging our audience to take control of their lifestyle and performance. Through a mixture of social and video content, blogs and in-app challenges the #TheExtraMile campaign helped break down stereotypes misconceptions, the clichés of the esports industry of gamers being unfit/uninterested in fitness and showed fans how Freeletics is a great tool to help increase their level of performance.
1.79MDelivered 1.7M+ organic impressions with branded social content
812.7KDelivered 800k+ organic views with branded video content
104+Over 100+ dedicated articles around the campaign
92.8MOver 92+ estimated campaign reach according to Meltwater
How we did it
The Extra Mile Hero Video