In 2018, DHL became the Official Logistics Partner to the global esports tournament series, ESL One.
Insights, Strategy, Rights Management, Idea Generation, Design, Integrated Planning, Communications, Market Consultation, Project Management, Event Production, Measurement Research revealed it is a challenge to make the topic of logistics fun and interesting, especially to a young esports fanbase cynical about corporate sponsors. So DHL needed something cool and relevant to speak to this next generation of DHL customers and employees. DHL’s own innovation, EffiBOT, an autonomous warehouse robot was given a life of its own. With eyes and a big personality, EffiBOT became a loveable character appearing at live events and on digital channels. Effi now has his own chatbot, gaming app and he has even made a cameo appearance in DOTA2. The partnership has reached millions and been heralded as the ‘Most Memorable Esports Sponsorship Ever’ by Forbes, and DHL has won the hearts of esports fans globally. #ThanksEffiBOT
DHL X ESL ONE
BUILDING BRAND LOVE WITH YOUTH AUDIENCES
Visit DHL InMotion to find out more
