The Roar Map

For 3 years, LION Cereals France has been integrating gaming in its marketing mix with a strong focus on esports. But none of those events took place during the pandemic... Leaving fans hundgry for more. We needed an engaging & digital activation for gamers at home.
Advertising to gamers is not that simple. They are young and tech-savy, trends are evolving super fast... But in France, one game kept being streamed over and over during the lockdown period: GeoGuessr, a super accessible browser game where you get dropped on a random point on the planet on StreetView and need to find your exact location on a map. French streamers on Twitch were creating tons of content around that game and LION Cereals had to be a part of it.
The brand presence was already natural in the GeoGuessr game: LION Cereals logo is a lion... And, lucky for us, there are thousands of iconic lions all over the world (real lions, statues, street art, etc.) We just had to create our very own game mode.
Our map has been launched the 4th of July with 5 French streamers discovering the Roar Map together on Twitch. Spoiler: They LOVED IT & kept interacting with the brand on socials during the event livetweet. A signal boost that made players from all over the world want to join the fun. As a result, the Roar map reached the "Map of the Month" milestone on the Geoguessr website, two weeks after.
We made it into a video game for 0€ and crafted a branding initiative that has been welcomed by streamers and their community at large : Our stream party made it to the Twitch frontpage and got French gamers craving for some LION Cereals. 200k unique viewers watched the event live on Twitch. In the end, the Roar Map generated more than 4.5M minutes of genuine branded content viewed. But gamers did more than just watch the event and interacted with the brand on Twitter, helping us reach 3.5M impressions with a 24.1% organic engagement rate.