esports/gaming: Société Générale, Kellogg's and Michelin explain their marketing strategies

"Kellogg's invests a lot of money in gaming and esports, so it has to pay off. Clearly, our strategy is to sell through our activations. In the end, we want to go and trigger the purchase. We don't just want to look like a cool brand and expect results later! We have a notion of short-term ROI (return on investment) on this. The ROI we've achieved is positive today: that's why we continue to invest in this," explained Nicolas Borri, head of marketing at Kellogg's France, during the "Wake Up Your Audience 9.5" webinar organised by The Metrics Factory on 10/12/2020.

"Esports is part of Societe Generale's ongoing commitment to innovation. It echoes our brand signature 'C’est vous l’avenir' ('You are the future'). We went to esports as part of an entrepreneurial approach. We set up a startup internally and we proposed to the management to enter the field of esports through sponsorship. Everything was done on the initiative of four gaming enthusiasts. The aim was not to boost the opening of accounts at Société Générale," explained Benoît Agard, esports project manager at the French bank…