AXE CREATOR CUP 2024

AXE Creator Cup: Niklas Wilson vs. Sidney Eweka – Powered by EA FC

During UEFA Euro 2024 in Germany, we teamed up with AXE and Dokyo to execute one of the most exciting Twitch campaigns of the tournament, featuring two of Germany’s top creators, Niklas Wilson and Sidney Eweka. The campaign was designed to highlight AXE’s official sponsorship of EA FC, integrating the brand into the gaming and football communities during one of the biggest sporting events of the year. The two creators went head-to-head in EA FC 24, streaming their match live on Twitch and engaging thousands of fans in real time. Viewers had the chance to win exclusive prizes, including UEFA Euro 2024 tickets, AXE product packages, and copies of EA FC 24. Fans participated by predicting the winner on the AXE website, with correct guesses entering a prize draw for unique rewards.

The campaign delivered outstanding results, reaching over 170,000 live viewers on Twitch and driving significant engagement across social media. By leveraging the influence of top creators, the excitement of Euro 2024, and the immersive world of EA FC, AXE, Dokyo, and Mative successfully created a campaign that blended gaming, football, and live entertainment, making the AXE Creator Cup a standout moment of the tournament.

Mative – Elevating Gaming Campaigns with Top Creators and Global Brands.

170k

øVIEWS ON TWITCH

20M+

IMPRESSIONS

35k+

NEW LEADS

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CHALLENGE

The Game Plan – Crafting the Ultimate AXE Euro 2024 Campaign!

During UEFA Euro 2024, all eyes were on football. Germany was in full football fever, and Unilever wanted to create a high-impact campaign with AXE that perfectly matched the excitement of the tournament. As an official sponsor of Euro 2024, AXE had access to premium match tickets, providing the perfect opportunity for an engaging activation. At the same time, AXE announced its long-term partnership with EA FC, marking a new era in gaming and sports sponsorship. Our challenge, together with Dokyo, was to design a campaign that seamlessly connected these elements and maximized brand impact.

To make this campaign truly unmissable, we needed the perfect assets—the right concept, the ideal platform, and, most importantly, the perfect creators who could generate massive reach, engagement, and excitement. The campaign had to bring together football, gaming, and entertainment in a way that resonated with fans and created a lasting impact

The result? The AXE Creator Cup 2024 – a campaign that merged football, gaming, and influencer marketing into an electrifying experience for fans.

STRATEGY

Building Hype, Driving Impact – The Strategy Behind the AXE Creator Cup

The AXE Creator Cup 2024 was designed as the ultimate challenge-driven campaign, aligning perfectly with the excitement of UEFA Euro 2024. The concept was built around the competitive spirit of football and gaming, featuring two of the most hyped creators in Germany: Niklas Wilson and Sidney Eweka.

Both creators are best friends, former professional footballers, and deeply connected within the Gen Z audience. Their authenticity, combined with their love for gaming and football, made them the perfect fit to lead this campaign. With strong ties to professional footballers and an active engagement with the Euros, they brought credibility and excitement to the project, ensuring that the campaign felt organic, relevant, and highly engaging. 
The core objective? Maximize lead generation and awareness for AXE, leveraging gaming, football, and influencer marketing in a unique and interactive way. The campaign was structured as a Best of 5 EA FC 24 showdown featuring teams from the UEFA Euro 2024 tournament.

Campaign Structure

1. Announcement – Building Hype
The campaign kicked off with a strong social media push across the creators’ channels, driving awareness for the upcoming showdown in EA FC 24. Paid media support further amplified the message, ensuring a broad reach across the gaming and football community.

2. Live Team Draw on Twitch – Inspired by the NBA
Taking inspiration from the NBA Draft, the teams were selected in a live Twitch event. AXE cans contained the names of different Euro 2024 teams.Through a blind selection, each creator picked five teams to compete with. To ensure fairness, a points-based system prevented only the best teams from being chosen. This format not only made the campaign interactive and exciting but also tapped into the massive popularity of draft-style team selections, making the event even more engaging for fans.

3. Voting & Lead Generation – Engaging the Audience

Once the teams were selected, fans could participate in a voting phase via a dedicated AXE landing page. They chose their favorite creator: Team Willy or Team Sidney. This phase was crucial for lead generation, driving massive user participation. Fans who voted had the chance to win exclusive prizes, including UEFA Euro 2024 tickets, EA FC 24 copies, and AXE product packages. If they guessed the winner correctly, they had an even greater chance of securing a prize. To maximize engagement, this phase was heavily supported by social media ads and creator-led organic content, ensuring maximum visibility and participation.

4. The Match – The Ultimate Showdown

The Best of 5 EA FC 24 battle was live-streamed on Twitch, hosted on both Sidney’s and Willy’s channels. The match was a thrilling and close battle, keeping fans on the edge of their seats. Viewers could win prizes during the live stream, boosting real-time engagement. Niklas ultimately secured the victory, but the real winners were the fans, who got to witness an epic clash between two of their favorite creators.

With a highly engaged audience, a unique concept, and a seamless fusion of football, gaming, and influencer marketing, the AXE Creator Cup 2024 became a standout campaign, perfectly blending brand integration and fan entertainment.

RESULTS

Strong Performance – The Results of the AXE Creator Cup 2024

The AXE Creator Cup 2024 exceeded all expectations, delivering massive engagement, high-impact brand visibility, and outstanding lead generation. By merging football, gaming, and influencer marketing, the campaign successfully captivated the Gen Z audience and positioned AXE at the heart of the UEFA Euro 2024 buzz.

Key Performance Highlights:

170,000+ Live Viewers on Twitch – The campaign drew an incredible audience, making it one of the most-watched gaming activations during Euro 2024. Fans actively engaged with the live-streamed showdown, fueling real-time discussions and interactions across platforms.

35,000+ Leads Generated – The interactive voting system and incentive-driven participation strategy resulted in a huge database of engaged users, creating long-term value for AXE.

Massive Social Media Traction – The campaign dominated social feeds, generating millions of impressions and engagements across multiple platforms.

Paid and organic social media efforts drove high interaction rates, with fans eagerly participating in the prediction phase and live match discussions.

High Brand Integration & Visibility – AXE successfully positioned itself at the intersection of football, gaming, and culture, leveraging its partnership with EA FC in an authentic and engaging way.

Seamless Engagement Across Platforms – From Twitch to Instagram, TikTok, and the AXE landing page, the campaign ensured multi-touchpoint brand interactions, keeping fans involved at every stage.

With record-breaking engagement, thousands of new leads, and a highly interactive community-driven experience, the AXE Creator Cup 2024 became a benchmark for gaming x football activations, proving that the right strategy, creators, and execution can drive massive impact.

20M+

IMPRESSIONS

170k+

VIEWERS ON TWITCH

35k+

LEADS

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