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Club Partnership Announcement

When mistaken identity becomes perfect strategy

PROJECT

Wrong Magnus, Right Move

CLIENT

EWC & HEROIC

YEAR

2025

SERVICES

Concept Development, Video Production

The sketch follows HEROIC's attempt to sign chess champion Magnus Carlsen for their EWC roster, resulting in comedic mistaken identity. The format tapped into Norwegian cultural recognition while staying accessible to global esports fans.

Produced as organic short-form content for social distribution. No media buy, no influencer amplification. Just strong concept execution designed to travel naturally across HEROIC's channels.

brief

Created mistaken identity sketch where HEROIC recruits the wrong Magnus Carlsen
Used dry Norwegian humor and cultural touchstones accessible to international esports audiences

brief

Created mistaken identity sketch where HEROIC recruits the wrong Magnus Carlsen
Used dry Norwegian humor and cultural touchstones accessible to international esports audiences

approach

Generate excitement for HEROIC's Road to EWC 2025 campaign beyond typical esports announcements
Tell the club's story while building tournament hype through unexpected creative approach

approach

Generate excitement for HEROIC's Road to EWC 2025 campaign beyond typical esports announcements
Tell the club's story while building tournament hype through unexpected creative approach

The Impact

Strong organic performance with high engagement relative to impressions, indicating content earned attention rather than just exposure. The campaign successfully announced HEROIC's EWC participation while showcasing club personality.

Results demonstrate how gaming audiences respond to personality over press releases. Creative-to-audience fit delivered measurable engagement without paid distribution.

2M+

Combined Followers

133

Registered Guests