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KitKat x LEC: Reaching the Gen Z with esports


With its sponsorship entry into the League of Legends European Championship (LEC), KitKat had set itself the goal of reaching and activating the young, brand-open and passionate Gen Z – with great success.

KitKat’s partnership with the League of Legends European Championship (LEC) was launched in spring 2020. At that time, esports was already becoming an emerging advertising market on a par with physical sports such as football, handball etc.

On the other hand, it was not foreseeable that the Covid19 pandemic would reinforce this development. In our free e-paper, you can find out why KitKat’s entry into esports was so successful and explain why Build A Rocket, as a partner with a great deal of experience in the gaming sector, was so important for the positive results.

Inside our e-paper, you’ll get insider knowledge on the best case KitKat x LEC:

  • What was the initial situation?
  • What role does gaming play for the Gen Z?
  • With what content did KitKat inspire the gaming community?
  • And how is the success of the cooperation expressed in figures?


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