William Lawson’s is a brand with global no-rules philosophy and the only Scotch whisky playing in the territory of beer and cyber footbal. We launched 1st Lawsons Cup in 2015. Lawsons Cup 2016 has covered 3 markets with the Biggest Cyber-Football prize in CIS – 10 000 euros. Main idea was #prunkyourfriends. A unique 360º integrated campaign to promote the tournament.

PR&Digital retainers and special projects: NO RULES Radio had edgy sport commentators broadcasting 5 key games of EURO 2016 on Sport FM and attracted almost 7 million fans.

The prank chairs brought essence to the Lawsons Cup creating buzz, even outside the gamers community.Twith tv — 7-storey tower was set up in the heart of Moscow to serve as the Twitch studio. The gamers were not only pranked by the chair’s functionalities, but also with unexpected stunts by actors — 13 No-Rules broadcasts were of top 10 Russian Twitchers delivering almost 1M views.

• The buzz of the tournament has been boosted up additionally by 2 experiential mass events (3 000 guests, 70 k viewers online) 30 000 players was registered on site — 60 000 games were played.
• PR OTS — 800 000 000