Chinese carmaker SAIC MG joined forces with Pico E-Sports Master Challenger (PEMC) to create the SAIC MG League of Legends Mobile Master Tournament. Held in May 2022, it boasted over 200 teams battling it out in 13 cities across China. Echoing the brand’s ‘always YOUNG’ slogan, it showcased SAIC MG’s product range and brand story in the context of e-sports, making it especially engaging to younger generations.
Created by Pico, PEMC is an e-sport series targeting Chinese gamers and aiming to promote e-sports development and digital communication and interaction. The SAIC MG League of Legends Mobile Master Tournament was the first project in PEMC’s portfolio. As its organizer, Pico was appointed to provide full online and offline event planning, design, production, operation, media promotion and post-event data management services.