ERAZER - Your Road To Victory 2025
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
ERAZER: Your Road to Victory. From advertiser to enabler: ERAZER engaged the ad-resistant gaming community by hosting Europe’s largest third-party Fortnite tournament. Instead of ads, the brand provided a stage for the "Victory Royale." Success: 27,000 sign-ups and 1.5M website sessions activated gamers. The Hamburg LAN final with 8 language booths ensured global impact. The results: 28.8M impressions, 4.8M livestream views, and an impressive 760,000 watched hours. ERAZER didn't just buy reach; it earned genuine trust. A strategic triumph at the ultimate marketing "boss level" for Gen Z.
The Jury‘s Statement
The gaming community often responds to traditional advertising with distance. ERAZER addresses this starting point by changing roles: the brand does not appear as the sender of messages, but as the enabler of a relevant player experience. The Europe-wide Fortnite tournament, the international LAN final and the media extension across streams and digital touchpoints form communication that emerges from the context of use itself. Brand affinity is created here not through volume, but through a platform that combines participation, visibility and cultural relevance.
