STING: Gamerce

Sting, an e-commerce platform, increased sales in Vietnam by launching limited-edition energy drink cans, which offered exclusive in-game collectibles, at a sponsored gaming tournament.

Campaign details

Brand: STINGAgency: Mindshare VietnamEntrant Region: APAC

Strategy

Objective

For packaged beverages, e-commerce has not always been a salient retailing channel. Low value density and high shipping cost driven by small ticket size have always been a great hindrance to online sales of this category. The challenge is raised even higher in Vietnam, where consumers can easily pick up the desired products in convenient stores or street vendors that are prevalent and located densely in the area.

Nonetheless, the shopping landscape in Vietnam has been evolving dramatically, with GenZ consumers being the driving force....

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