360 Energy Drink Turns Fatigue Into its Best Support

Sep. 20, 2024

Every gamer has a common enemy. One that attacks noobs and pros alike, regardless of where or what they are playing, and prevents them from enjoying more hours of gameplay: fatigue. Under this premise, 360 GAMER, Peru's first energy drink created exclusively for gamers, decided to challenge this final boss for its launch.

The brand deviated from conventional launches, opting for a disruptive strategy in collaboration with the country’s most prominent Dota 2 caster, "MR Choco." During a live Twitch stream, he pretended to fall asleep, triggering a wave of conversations and theories across the gaming community.

The day after this simple yet ingenious PR stunt, Mr. Choco unveiled the brand by presenting 360 Energy Drink to the entire fandom, inviting them to try the new energy drink: so that the thirst for gaming of all Peruvians never fades away.

The action was a resounding success, achieving a 73% increase in sales volume, with zero media investment: reaching 1.2 million people organically and generating 1.6 million interactions for the brand.

Carlos “Charro” Altamirano, VP Creative at Digitas Peru explained:

"360 GAMER is not just a fresh take on the world of energy drinks; it’s an invitation to never turn off that gaming thirst we all have. That’s why we’re preparing innovative commercial initiatives to bring 360 GAMER directly into the hands of every gamer. We are very excited at the agency to start a relationship with a client who is committed to understanding the language of gamer culture today".