In anticipation of the release of premier football game PES 2018 this September, Jelly hosted a five day World Tour event on behalf of its client Konami. The PES 2018 World Tour gave the local and international media an exclusive first-look at Konami’s upcoming title and the opportunity to share their thoughts with their audiences ahead of the games’ release.
Each stop on the world tour took place in an iconic football destination and played host to the country’s local gaming press, YouTubers, and PES community. In addition to a full day’s hands-on with PES 2018, guests were treated to an insightful presentation on the PES 2018 development process and upcoming celebrity partnerships. Each tour location offered the media something different such as the chance to meet football legends and visit some of the world’s most renowned football stadiums.
Destinations
Tour days took place at world famous locations in Barcelona, Liverpool, Dortmund, Paris and Milan. Notable stadiums included Camp Nou, Anfield, and Signal Iduna Park. This provided the media with a much more immersive football experience and gave them the chance to play and record against legendary backdrops.
Attendees were able to experience PES 2018 on a number of PS4 consoles and PCs specifically set up to support game capture; allowing guests such as YouTube sensations Miniminter, TBJZL, Manny, and Bateson87, to efficiently record and save footage for use on their channels. Additional space was provided for members of the media wishing to record their opinions on-site or to conduct interviews with Konami executives. On hand to answer questions and provide insights were Konami Global Product & Brand Manager, Adam Bhatti and Assistant Producer, Kei Masuda.
Partners
Jelly worked alongside PES 2018 partners FC Barcelona, Liverpool FC, and Borussia Dortmund to provide World Tour guests with unique experiences and opportunities for content creation. This included individual tours at each stadium and a private You Play football match on the Camp Nou pitch, which divided the media into two teams captained by FC Barcelona legends (and surprise guests!) Patrick Kluivert and Gaizka Mendieta.
Media Response
The World Tour yielded a fantastic media response for PES 2018 from mainstream and gaming press alike and has been instrumental in showcasing the PES brand to an international audience. Locally, media outlets such as GamesRadar and YouTube stars such as Bateson87 have had nothing but praise for Konami’s upcoming title. International response has been largely positive with articles from Mundo Deportivo, IGN Milan, and Couchathleteen.
This year’s World Tour marked the first of its kind for PES League, serving to build media buzz for PES 2018 and celebrate premier partnerships with iconic football clubs. Content generated on the #PES2018WT hashtag generated in excess of 40M impressions, creating massive amounts of community hype in anticipation of the game’s release.
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