The Milk Cup
THe Milk Cup
problem: After Milk made a pledge to support women in sports, including esports; we found some horrific stats.* Women represent half of gamers yet they are underrepresented, underserved, and grossly underpaid. How could we help close the equity gap?
By creating a groundbreaking tournament series for women gamers, by women gamers. Generating more opportunities more consistently for women in gaming. And garnering Milk some ‘aura’ with teens.
Forbes; esports.gg; LBB; Sportskeeda; GinxTV; Temple of Geek; Esports Advocate; Esports Insider; Yahoo Sports: Insider Gaming; PC Gamer; Bleeding Cool News; Digiday
*Women make only 5% of pro gamers + the top earner out of all women esports athletes ranks at 520 worldwide, men hold the top 519
WHAT WE DID
The first-ever in-person championship finals at LA Comic Con with the largest women’s esports prize pool in NA at $250,000.
The Road to The Milk Cup Championship: 3 qualifying events
Results:
5.3M+ streaming views across all four events
12% of finalists signed by pro esports organizations
45% of global Fortnie viewers watched the Championship live
1.13B+ earned media impressions
90M+ earned social impressions
285% growth of Milk’s Discord community
3% increase in teens drinking milk
The series became one of the most-watched women’s esports tournaments ever.
Agency: GALE
Role: CD /Art Director
CCO: Winston Binch, ECD: Geoff Edwards, GCD: Andre De Castro, CW: Michael Sojka, AD: Christian Jang, Partnerships: Max Bass, Producer: Max Gheysens, Producer: Natalia Ortiz
