FNAC is a proud partner of RUSG Esports, the esports section of the famous Royale Union Saint Gilloise football club.
As a well-known tech retailer with a wide offer in gaming, FNAC’s mission is to offer its consumers a way to enter, explore and compete in the gaming world, by giving them access to the largest offer of gaming products and devices.
Through the partnership with RUSG esports, FNAC has several objectives:
Concept :
On top of other activations and exposure linked to its main sponsor status, we developed a dedicated activation for FNAC, using both offline and online assets : the FC x RUSG x FNAC Tournament.
A competition running all over Belgium, to invite FC players to come to FNAC shops to demonstrate their skills, experiment FNAC gaming products, and compete for a chance to become RUSG esports’ second FC Player.
This tournament illustrates the idea that FNAC enables gamers to become better, giving them a real chance to access the highest esports level in Belgium, becoming part of an official pro team!
After a successful first edition in 2023 we renewed the activation in 2024, generating hundredths of In-Store visits on the days of the activations and a boost in gaming sales on the days of the event.
Summary of this yearly activation:
This activation is a best practice, as it connects the online and the offline world, using gaming to generate in-store visits and “physical” purchase of products.
The use of the esports asset to brand and legitimate the tournament, and the exploitation of FNAC’s own resources (the shops) tells the story of a partnership activated the right way, to serve real marketing objectives and generate tangible results.
In the end the storytelling developed through this activation is a great illustration of how an endemic and already well-known actor can use esports & gaming as a way to reinforce its positioning and develop its brand loyalty towards a specific audience.
