Gaming Meets Performance

Automotive

Gaming Meets Performance

Creator-driven media amplified Honda's esports presence across YouTube, turning Team Liquid fandom into meaningful impact.

Objective

Amplify Honda's Team Liquid sponsorship through creator-led media,
making the partnership feel native and culturally resonant.

Audience

Esports and gaming audiences on YouTube, with a focus on fighting and variety gaming genres.

Challenge

Translate a traditional sports sponsorship into a digital-first creator environment
where gaming audiences would engage authentically.

Brand sponsorships in esports only work when they feel earned. Honda's partnership with Team
Liquid needed to go beyond a logo placement and show up in the content gaming audiences
were already watching.

The strategy centered on Honda's Team Liquid branded creative deployed across top Team Liquid channels, synced with tentpole gaming moments to maximize relevance, with a heavy-up approach that elevated visibility when audience attention was highest.

The Approach.

Honda's Team Liquid branded creative ran as pre-roll across top Team Liquid creators, with a focus on fighting and variety genres for contextual resonance. The campaign synced with tentpole gaming moments and content drops to ensure Honda showed up when fan engagement was at its peak. A heavy-up strategy elevated interaction at key moments, delivering 2x higher CTR during those windows. CTV and long-form video formats kept viewer attention high, driving a 92.3% video completion rate across Connected TV placements.

How We Built It.

The Bent Pixels products activated for this campaign:

PixelFusion

Proprietary channel curation and audience alignment.

Used for

Identifying top Team Liquid and gaming creators across fighting and variety genres for contextual audience alignment.

Creator Reserve

Premium in-network pre-roll with brand-safe placement.

Used for

Delivering Honda's Team Liquid branded creative across high-performing Team Liquid channels, including CTV and long-form formats.

The Impact

9.6M

Unique Impressions

92.3%

CTV Video

Completion Rate

2x

Higher CTR

During heavy-ups

What We Learned.

Trusted creators drive higher viewer retention, and timing matters. Syncing heavy-ups with tentpole gaming moments delivered 2x the click-through of standard delivery, showing that a platform-native strategy with well-timed amplification outperforms always-on media in high- attention environments.

What We Learned.

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