Joe Barnes didn’t have enough data to know if esports and Bud Light were a good mix. Market watches like Nielsen are paying attention to esports, but they don’t have nearly as much data as they do for mainstream media such as television.

But Barnes, the head of experiential marketing at Bud Light, dove in anyway. He brainstormed with advisers like Stuart Saw, senior vice president at agency Endeavor, and they came up with activations for games such as Overwatch. In one such activation, fans had to push a “payload” of beer a certain distance, just as players have to shoot their opponents and move a payload across a map during esports matches for the Overwatch League.

The result is that Anheuser-Busch has 70% share of the social sharing in beer for esports. There wasn’t enough data, but it was enough for Barnes to act and get his brand in front of the elusive millennial…

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