Fnatic and Jack Link’s unveil community-focused campaign

01 September 2021


UK-based organisation Fnatic has announced a new community-focused campaign called ‘The Beef Mode Challenge’ alongside American snack company Jack Link’s.

The campaign sees both entities collaborate to design a Jack Link’s branded Counter-Strike: Global Offensive map, where players can compete against themselves and others in a time-trial test.

Image credit: Fnatic / Jack Link’s

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Hosted on web-based tournament platform Esportal, CS:GO players will have an opportunity to compete in both weekly and monthly events for a chance to win Jack Link’s Beef Jerky, gaming equipment, and custom Fnatic apparel.

Neil Walker, Fnatic Partnerships Manager, commented on the activation in a release: “It’s fantastic to see Jack Link’s now bravely taking on custom-built map campaigns, and doing so inside CS:GO helps us reaffirm both our commitments to one of esports’ favourite titles.

“The map truly brings Beef Mode to life in a way that is sometimes harder to achieve with ATL initiatives only, and allows our fans to really feel it for themselves.”

The activation is part of Jack Link’s Beef Mode campaign, which launched across Europe in March 2021.

In January, the beef-based snack company announced a multi-year partnership with Fnatic, and has flirted with several other esports partnerships ranging from the Call of Duty League’s Toronto Ultra and Dallas-based organisation Envy Gaming, among others. 

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Inka Weber, Marketing Manager Jack Link’s EMEA, added: “Allowing CS:GO fans to fully experience our brand’s theme ‘Beef Mode’ – which can be described as the powered-up state that gamers enter when performing at their very best – in the form of a custom-made map is an exciting next step in our engagement with players and fans in the gaming world.”

Esports Insider says: The Beef Mode Challenge is a great example of how brands can successfully market and contribute to esports audiences. The inherent virtual nature of gaming allows for some unique and creative activations to be brought to life, and it’s great to see Fnatic and Jack Link’s go above typical partnership possibilities.

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