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Mentos - World Cup 2022
Project type
Gaming Campaign
Date
November 2022
Location
UAE, Qatar, Kuwait, KSA
Mentos wanted to ride the energy of the FIFA World Cup without paying for an official sponsorship. The goal was simple: be part of the moment, across markets, in a smart and cost-effective way.
My team built a gaming-led campaign across Qatar, the UAE, Kuwait, and KSA, using platforms where excitement was already high, on YouTube Gaming and Twitch. Launched just days before the 2022 World Cup, the campaign ran through the tournament, keeping Mentos visible when attention was at its peak.
By tapping into gaming culture, Mentos stayed relevant, reached younger audiences, and connected naturally with the buzz of the world’s biggest sporting event without the sponsorship price tag.
2.5 million impressions, 32,500 website visits, and 1.3% CTR.