Brief
Warsteiner wanted to strengthen their relationship with the existing gaming community by running a fun, engaging campaign that would increase brand love, community participation, and positive sentiment. The idea was to celebrate loyal fans and create a lasting presence in the gaming space, while activating their sponsorships and gaming identity in a highly interactive format.
Challenge
Design a campaign that could:
- Keep the Warsteiner audience engaged over several weeks,
- Highlight the brand’s playful voice in gaming and esports,
- Activate known creator faces while keeping focus on the community,
- Generate shareable content and lasting impressions on Discord and social media.
What we did & Results
We developed the full campaign concept, structure, and execution for Warsteiner’s “Lootcamp” - a 7-week activation series on Discord supported by influencers and UGC.
Services Provided:
Campaign Strategy & Gamified Structure
- Created the overarching “Warsteiner Lootcamp” campaign concept
- Structured the campaign into weekly mini-games across 3 themes: Skill, Accuracy, and Nerve
- Built a digital tournament calendar culminating in a can-stacking finale (Dosenpyramide)
Creator Collaboration & Talent Management
- Cast Kalle, Dona, Hedshinsky, and other creators to “host” weekly challenges
- Integrated creators into game mechanics and Discord presence for personality-driven engagement
Community Engagement & Activation
- Created exclusive missions and challenges for Discord participants
- Produced custom visual content to promote the campaign and instructions
- Delivered physical rewards and shoutouts to top participants
Social & Content Creation
- Managed social amplification via creators and brand-owned channels
- Monitored and engaged with UGC—fueling the meme culture around the campaign
- Designed visuals, memes, and content formats to increase shareability
Results:
- 7 weeks of continuous community engagement inside Warsteiner’s Discord
- Boosted UGC with hundreds of photos, memes, and can-pyramid builds
- Significant increase in Discord participation and creator cross-promotion
- Strengthened Warsteiner’s positioning as a relatable, fun, and involved gaming sponsor
