Sting Energy Drink: HATAW That Drove Brand Resonance with Philippine Community Gaming

Sting’s objective was to build brand affinity with genZ and the gaming community, bringing the brand front and center amongst the local community. The brand wanted to resonate with the target audience and increase its brand recall and trials during the campaign period.

HATAW with Sting OlStar

The brand created an IP with a 5-week Dota 2 & Crossfire community tournament in partnership with TNC Cyber Cafes across Metro Manila. Gamers form a team to represent their Barangays and compete for a cash pool. The offline elimination stage will be hosted during weekends across 4 weeks, leading to an online group stage determining the top 4 teams that advance, cumulating to the offline finals.

HATAW Results

Across all Sting OlStar activities, the campaign achieved over 62,000 total post engagements from Key Opinion Leaders (KOLs), casters, and partner communities. The live streams generated 8.9 million impressions and attracted 2.6 million views, showcasing the reach and impact of the brand’s presence in the online gaming and streaming community.

The Sting OlStar campaign successfully positioned the brand at the forefront of the GenZ gaming market, achieving strong brand affinity and visibility. The brand resonated with its target audience, driving impressive engagement, significant reach, and increased brand recall. More importantly, it stamped itself as a powerhouse in local community gaming.