PayPal partnered up with Biborg to position itself in the gaming and esports ecosystem on a long-term basis. Biborg used its knowledge of the sector, its access to publishers and a network of partners and esports experts to accompany the brand in an ambitious strategic partnership with Ubisoft and Tom Clancy’s Rainbow Six Pro League and Majors. Using this expertise, the agency is leading the brand in the launch of a communication campaign that responds to fans demands for authenticity.
After
creating a one-minute film, titled "To All of You" to announce
the partnership in November 2018 at the Pro League Season 8 finale in Rio de
Janeiro, Biborg and PayPal launched "All Invited", the first episode of a web
documentary - The Six Unit, a Rainbow Six Esports Community Series - which
celebrates the different actors of the Rainbow Six Siege Pro League: players,
both pro and amateur, cosplayers, shoutcasters and fans. This first episode premiered in February at the Six
Invitational in Montreal and aired on Twitch the day of the finale, reaching a
global audience of 300,000 in total.
The
second episode, titled "All Dedicated" was released on April 11th
2019, launching just before the APAC Finals on April 13th and 14th in Sydney.
The
third episode "All Accessible" was released on May 10th 2019, one
week before the Pro League Season 9 finals which were taking place in Milan.
The
fourth episode "All Supportive" was released on August 9th 2019, the
week-end before the Six Major which was taking place in Raleigh (USA). This
episode celebrates the Rainbow Six Siege Community and how they support
each other.
The
three other 2 minute episodes will be published on YouTube and Twitter throughout
the year in conjunction with big events in seasons 9 and 10 of Tom Clancy’s
Rainbow Six Pro League and Majors.