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We launched 1st Lawsons Cup in 2015. Lawsons Cup 2016 has covered 3 markets with the Biggest Cyber-Football prize in CIS – 10 000 euros. Main idea was #prunkyourfriends. A unique 360º integrated campaign to promote the tournament. PR&Digital retainers and special projects: — NO RULES Radio had edgy sport commentators broadcasting 5 key games of EURO 2016 on Sport FM and attracted almost 7 million fans. The prank chairs brought essence to the Lawsons Cup creating buzz, even outside the gamers community. — Twith tv - 7-storey tower was set up in the heart of Moscow to serve as the Twitch studio. The gamers were not only pranked by the chair’s functionalities, but also with unexpected stunts by actors - 13 No-Rules broadcasts were of top 10 Russian Twitchers delivering almost 1M views. The buzz of the tournament has been boosted up additionally by 2 experiential mass events (3 000 guests, 70 k viewers online) 30 000 players was registered on site - 60 000 games were played.
The adidas brand helps young street football players from Moscow successfully conquer new spaces. Now Moscow’s young football heroes have an incredible hub, a multifunctional base, housed in the old warehouse formerly belonging to the PRAVDA publishing house. The space comprises two large football fields with pro surfaces, a huge screen, panna cages and areas for table tennis, kickers and PS4 - all accompanied by the lounge zone sponsored by the bar’s partners, Sparkling Dog & Coca Cola. Starting in August 2016 and culminating in November 2017 the base is hosting many notable football events: presentations of new models of football boots as well as unique football tournaments and challenges, FIFA 18 launch events, presentations of the national team strip and the Confederations Cup ball. At the end of the day the base turns into a concert ground for trend-setting young musicians and performers.