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How can Mike’s Hard Lemonade best create an engaging social viewing experience around gaming for Gen Z?
Challenge Type: business
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$1,600
top 25%
DONE
20 months ago

At Mike's Hard Lemonade, we always keep it real and aim to create experiences where everyone is included in the fun! We're in search of innovative and fresh online experiences for our Gen Z consumer who uses gaming as a way to socialize with their friends.

Specifically, we're looking to enhance the viewing occasions and social interactions aspect of Gaming with our alcoholic beverages!

We've seen companies like Pilsen Callao sponsor a professional all-female gaming team (an underrepresented group in Gaming) to attract streamers and watch them compete against all-male teams, Wendy’s sponsor gamer influencers on streams to give out free food, and Heinz team up with streamers to identify the best spots in Call of Duty maps to take a quick break and eat a burger during live gameplay…

We want to hear your ideas for the next out-of-this-world social viewing experience for Mike’s Hard Lemonade! What's your creative idea for the next beverage Gaming experience?


NOTE: You must be of legal drinking age in your country of residence in order to participate in this challenge.

Deliverables

Please answer the following questions centered around creating such an experience for our brand:

1) What is your idea for creating a new and fresh Gaming experience around viewing occasions for Mike's?

  • What will be the role of Mike's Hard Lemonade?

2) Is there a particular problem or pain point for gamers that Mike's can solve?

  • How can Mike's solve this problem?
  • How could this experience be made to feel inclusive for all gamers, or
    increase inclusivity for an underrepresented demographic of gamers?

3) What role can influencers or popular streamers play in the experience (via partnership or sponsorship)?

  • How would they advocate for the brand?


Submissions will be graded on a 1-10 scale with the following criteria:

  • Meets Deliverables
  • Creativity
  • Feasibility
Submission questions


Gaming Experience

What is your age?

(Required)
18-24
25-32
33-39
39+

What country do you currently reside in?

(Required)

What gaming influencers do you currently follow/support?

(Required)

Have you recently purchased a product that the above influencer supports?

(Required)
yes
no

If yes, what product and why did you purchase it? (ex. Clutch Chairs because PewDiePie makes them sound super comfortable.)

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