ERAZER - Your Road To Victory 2025
Winner
Excellence in Brand Strategy and Creation
Brand Experience of the Year
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
Among a target group that consistently blocks out traditional advertising, ERAZER redefined its role: not as a sender, but as an enabler of a format that is relevant from within gaming culture itself. The tournament was not an add-on to communication, but the core of the brand presence. From digital access to the international LAN final, an experience emerged that coherently connected participation, competition and community. Brand affinity was created here not through volume, but through a platform that gave the scene a genuine reason to engage.
