Case Study – On-location marketing activations at the Intel Extreme Masters (IEM) Cologne, Germany.

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We attended IEM Cologne 2022 to support EFG with several marketing activities over the duration of the world-renowned CS:GO esports tournament. As a fully comprehensive marketing agency, we are well-equipped to work on-location at events and support with anything from content production and same-day editing to live marketing activations. You can read more about how we supported at another on-site event, the Intel Extreme Masters Rio de Janeiro, here.

IEM Cologne

At IEM Cologne we supported EFG with:

  • The “DHL Drop” activation which saw a branded robot roam the arena, handing out prizes to fans in attendance
  • A series of CS:GO Spotify podcast recordings with well-known commentators SpunJ and Moses
  • Content production with CS:GO player n0thing that saw him collaborate with DHL to deliver the trophy directly to the arena

The DHL Drop was an extremely popular activation that saw fans in attendance at IEM Cologne have the opportunity to receive free gaming loot, courtesy of DHL, whilst enjoying CS:GO Esports. The drop was also extended to the online stream to allow keen-eyed viewers the opportunity to win a €50 shop voucher at the ESL store, which contains esports merchandise from teams across the world. We supported the execution of the DHL Drop both on-site and online to ensure that fans were able to engage with the brand and leave with positive brand impressions.

Whilst on-location at IEM Cologne we also produced a series of CS:GO podcasts with Spotify that featured iconic commentators and analysts SpunJ and Moses. The series, called “Globally Offensive”, discussed all things Counter Strike that took place during the IEM Cologne tournament. Three episodes were produced in total and amassed a large global listenership throughout the duration of the tournament. Feedback from the community was extremely positive and the podcast series is likely to be a core element of the Intel Extreme Masters throughout 2023, with Spotify extending its partnership with EFG.

Finally, we organised the delivery of a DHL content piece with legendary North American CS:GO player n0thing. The content piece followed him as he flew out to Cologne, donned a DHL uniform and transported the iconic IEM trophy directly to the Cologne arena. This was a fun and unique way to galvanise CS:GO fans and allow DHL to connect with them through endemic knowledge and player admiration

If you found this case study interesting, feel free to check out our other case study from IEM Rio, where we also supported DHL and EFG on-site. If you would like to learn more about what we do and how we may be able to help you out, contact us at