MSI 2021

Premiere for Mercedes-Benz at the 2021 Mid-Season Invitational (MSI): For the first time, the car brand with the star will be part of the first international event of the League of Legends (LoL) Esports season. As we crown a new MSI Champion in Iceland, the new EQS will be part of the celebration and fanfare surrounding the winning team during the trophy ceremony. For Mercedes-Benz, MSI marks the kick-off of the 2021 esports year and the launch of the “Exceed the game, unleash the future” campaign.

The sixth edition of MSI started on May 6 and ends on May 23, culminating in the finals and the subsequent trophy ceremony. The first international event of the year is held in Iceland’s capital Reykjavík. Having appeared as the global automotive partner for the first time at last year’s League of Legends World Championship (Worlds) and All-Star Event, Mercedes-Benz now continues its involvement at MSI 2021. In addition to the formats in the global live broadcast of the event, Mercedes-Benz is increasingly focusing on digital activation involving the worldwide community. LoL Esports fans can once again put their knowledge to the test and win attractive in-game prizes.

Visually, “Exceed the game, unleash the future” ties in with the recently launched campaign associated with the EQS world premiere and combines the avant-garde presentation of the new top model in the Mercedes-EQ family with the up-and-coming world of esports. The 30-second spot, which can be viewed in the broadcast of the event and via social media, has a clear message: electromobility and esports have arrived in mainstream and will become even more important in the future.

LOCAVI is responsible for the project management and communication between the entertainment partner Riot Games, other agencies and Mercedes-Benz. LOCAVI also supported customer Mercedes-Benz in in the organization and project implementation of the esports event.

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