ESL FACEIT Group x DHL: Cargo
The 7th Annual Awards
- Best Gaming or Esports Partnership
ABOUT THIS ENTRY
To build on ESL FACEIT Group and DHL’s continued partnership, the duo developed Cargo, a purpose-built mascot aimed at deepening DHL’s connection to core gaming and esports fans. The mascot, which has been integrated both physically onsite and through in-game experiences, has enhanced fan engagement and cemented DHL as an integral part of how fans experience their favorite competitive gaming events.
How does this represent "Excellence in Engagement"?
Similar to how traditional sports mascots both represent team fandom and serve as a paragon for community, Cargo brings that same philosophy to mobile esports fans. The campaign not only recognizes the shared esports fan experience – as spotlighted in Cargo’s relatable “origin story” trailer – but positions DHL through Cargo as a champion for bringing those experiences to communities around the world. From a slate of superpowers tied to his logistics background to his larger-than-life, fan-centric persona, Cargo offers a fun new look at DHL, giving it an inviting personality most attractive to fans who may go on to be future employees.
In a landscape where partnerships are dominated by fleeting logo slaps and half-hearted activations, EFG and DHL’s collaboration around Cargo captures how to breathe life into a brand and become not just part of gaming culture, but an integral piece of how people celebrate their favorite titles. Collaborations like Cargo are a testament to the value that partnerships like EFG and DHL’s offer to non-endemic brands – which, over the course of the duo’s seven years together, has played a meaningful role in fans now considering DHL as an essential supporter of the biggest mobile esports moments.
Objective
Throughout EFG and DHL’s seven-year relationship, the duo has continued to push the boundaries for how non-endemic brands like DHL can embed itself amongst gaming and esports fans – who represent 90% of Gen Z and 94% of Gen Alpha. EFG’s international portfolio of esports tournaments, digital platforms, and gaming lifestyle festivals reaches about 40% of the global esports audience, but finding avenues for DHL to maximize engagement with young consumers and generate new employee recruitment opportunities required a sharp, fan-centric strategy.
With these objectives in mind, both EFG and DHL created Cargo, a custom mascot that blends DHL’s identity with gaming and esports culture. Cargo, who has shown up at world championships and in games like EFG’s Prop Hunt Playfest, has created authentic consumer connections for DHL and turned a logistics brand into one of the most fun parts of the onsite experience for fans at major tournaments – from robot fist-bumps to show-stopping giveaway deliveries.
Strategy & Execution
EFG and DHL’s co-created esports mascot exists across both digital and physical spaces to create a campaign that breaks past tired logo slaps and meets fans where they are. Cargo is depicted as an adventurer, exploring the IP of popular esports titles as a visual easter egg for in-person and digital marketing materials, social media, and esports broadcast segments – all of the places digitally native fans are spending their time. Cargo’s introduction also showcased his journey from a warehouse to meeting Luke, an “everydayman” esports fan.
In person, the mascot is a commanding figure, with a 7.5-foot tall frame that stands out in a crowd, animated eyes able to convey emotions, and elements of DHL’s identity, including yellow shipping containers and big rig tires. EFG and DHL leverage that at mobile esports tournaments under the Snapdragon Pro Series – EFG’s mobile esports ecosystem – to deliver experiences beyond the stands and stage like breathtaking photo opportunities, surprising giveaways, playful videos of backstage antics, and more.
Cargo has gone on a world tour since his debut, including appearances at the Brawl Stars Championship Last Chance Qualifier at Gamescom 2024 and the Call of Duty: Mobile World Championship at DreamHack Atlanta.
Organizations
- ESL FACEIT Group
- DHL
Links
Credits
Philip Michels
Senior Partner Manager
ESL FACEIT Group
Rianne Jansen
Partner Manager
ESL FACEIT Group
James Messer
Partner Manager
ESL FACEIT Group
Eduardo Mendes
Senior Marketing Manager
ESL FACEIT Group
Tarek Nehme
Marketing Manager
ESL FACEIT Group
Stavros Savvopoulos
Marketing Manager
ESL FACEIT Group
Dirk Behrend-Ucak
Senior Global Sponsorship Manager
DHL
Monika Rasche
Senior Global Sponsorship Manager
DHL
Oliver Lane
Account Manager
Bright Partnerships
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