DHL & ESL ONE Roadbook 2020 - Deutsche Post DHL Group - DPDHL Brand Hub EN
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INTERNAL USE ONLY Deutsche Post DHL Group DHL & ESL ONE Roadbook 2020
INTERNAL USE ONLY
CONTENTS
1 DHL & ESL One 4 Activation Support
• DHL & ESL One partnership overview • Toolbox for activation
• DHL & ESL One partnership benefits • Example Video Assets
• Strategic approach • InMotion Blog
• Digital channels for partnership
2 ESL Overview activation
• Why ESL? • Approvals
• ESL at a glance • Planning road map
• Game Overview: Dota 2 and CS:GO • Spending guidelines
• ESL One 2020 events • Compliance guidelines
• Post-activation feedback
3 Activation for Business Value
• 360 activation overview 5 Useful Contacts
• Event Space Activation Examples
• VR Mini Game: DHL Box Stacker Pro
• Mobile App Game: DHL EffiBOT Dash
• Social Promotion: DHL EffiBOT Chatbot
• Event Space Activation - Prize Examples
• Event Space Activation - Surprise Box
• Global content creation
• Activation assets to leverage
• Ticketing and hospitality overview
ESL Roadbook 2020 2
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DHL & ESL ONE
• DHL & ESL One partnership overview
• DHL & ESL One partnership benefits
• Strategic approach
3
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DHL & ESL ONE PARTNERSHIP OVERVIEW
DHL is the First Mover in the Logistics Industry and one of
maximum 5 Global Partners in the ESL eco-system
(owned & operated products)
• DHL is the Official Logistics Partner to ESL One
• DHL are responsible for safe delivery of all ESL equipment from
staging & branding to computer equipment & players’ chairs
TARGET GROUP POTENTIAL BRANDING POTENTIAL
Millennials & Generation Z First Mover in logistics
industry
NEW CORPORATE IDENTITY FOR ESL
New ‘Camouflage’ Brand Colors New Esl One Logo
Sources: Newzoo Global esports Market Update March 2018
ESL Roadbook 2020 4
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DHL & ESL ONE PARTNERSHIP BENEFITS
• All marketing collaterals printed, • Coverage in all ESL Social Media
digital & online before, during and (FB, Twitter, Instagram, Snapchat,
after an event Newsletter)
• Branding at events, e.g. • Global exposure of dedicated
backdrops, interview walls, ESL X DHL content
banners, etc. Integration Social Media • Engagement campaigning
DHL Logo
• Official hashtags
(per event allocation)
• In-game logo placement • 20 VIPs allowed to attend in
• TVC 15 seconds total. Option to reallocate
• Logo at show closer tickets per day.
Ticket &
• Integration in Streaming • 15 grandstand weekend
Hospitality
partners’ raffle using a DHL Placements tickets & 2 premium tickets.
‘Surprise Box’ at ESL Only one ticket allocation per
channels name
• Audio cue
• DHL presenting of segment: • OPTION to book VIP lounge
‘Highlights of the Day’ (on additional budget)
• DHL Drop segment shown • 1 backstage tour
once per arena day in the Use of ESL X DHL • Creation of dedicated
main broadcast Influencers content content segments following
‘Moments that DHL sponsoring positioning
Deliver’ ‘Moments that Deliver’
• Access to esports influencers
in the ESL eco-system, e.g. • Production by ESL
moderators, analysts at an • Broadcasted before, during
additional cost and after each event
ESL Roadbook 2020 5
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STRATEGIC APPROACH: CONTRIBUTING TO BUSINESS SUCCESS OF DHL THROUGH
LEVERAGING PARTNERSHIPS
Objectives Customer & Media Engagement
Reinforce DHL’s brand
leadership and Opportunity to use ESL events to invite customers and
media to a unique DHL experience and look behind the
Convincing minds positioning
scenes at one of the world’s biggest gaming events
Shape the Group’s
Enhancing the image
profile as an
through association
innovative and
with the ESL Logistics Showcase
sustainable growth
company Increase awareness of
logistics expertise, and Showcase DHL’s global logistics capabilities and our role in
Winning hearts the capability of our delivering ESL around the world - transporting priceless
Strengthen worldwide technology and equipment against tight deadlines
emotional bonding network
with key
stakeholders Build relationships
Content & Storytelling
internally and with existing business
externally partners and generate
new business Raise awareness of the partnership amongst esports fans
opportunities by creating engaging content that appeals to their interests
and reflects DHL’s own brand qualities
ESL Roadbook 2020 6
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ESL OVERVIEW
• Why ESL?
• ESL at a glance
• Games overview: Dota 2 vs CS:GO
• ESL 2019 Highlights
• ESL One 2020 events
7
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WHY ESL?
We aim to building a long-term, strategic partnership in the esports eco-system
The most relevant players in the esports eco-system and their potential
for the DHL brand has revealed best fit with ESL Electronic Sports League
platform
End-to-end content – media house and content publisher in one
Focus on brands and their native integration
Influencer network in place
Independent analysis of games & leagues, chance for quick reaction
to trends and launch of new games
Platform aims to not over-commercialize – maximum number of partners
for entire series on global level
One-stop-shop with content creation, production and distribution for
dedicated partner content with high relevance for the target group
Compelling logistics case with high potential for further business as
preferred partner with other suppliers
ESL Roadbook 2020 8
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ESL AT A GLANCE
ESL is the world’s largest esports provider with 7.9 million registered players that play in
over 50,000 amateur tournaments per month on ESL platforms
• ESL owns and operates leagues and tournaments for all levels of
players, from grass root amateur cups to professional esport athletes
• ESL unites Club World Cup, Championships League and League Titles in
one – in more than 14 countries (2017)
• Major game titles are Dota 2, Counter Strike, PlayerUnknown’s
Battlegrounds, StarCraft and League of Legends
• Founded in 2000, ESL is based in Cologne, Germany with more
than 13+ offices worldwide and over 550 employees
• Content live stream distribution via Facebook, YouTube, Twitter,
Twitch and 10+ national TV broadcasters
– ESL’s tournaments and leagues reached over 200M unique
viewers in 2017
– Genting 2018 (Malaysia), 66M unique viewers for live broadcast in
2018 (up 93% from 2017) and 6M social media video views in 2018
(up 500% from 2017)
• ESL is a brand of Turtle Entertainment and part of the international
digital entertainment group MTG (Modern Times Group)
ESL Roadbook 2020 9
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GAMES OVERVIEW: DOTA 2 AND CS:GO EXPLAINED
DOTA 2 CS:GO
DOTA is an acronym for ‘Defense of the Ancients’. CS:GO is an acronym for ‘Counter-Strike: Global Offensive’.
It is a free-to-play Multiplayer Online Battle Arena (MOBA) video It is an objectives based, multiplayer first-person game.
game, based in a fantasy world. There are two opposing teams who complete objectives e.g.
It has a selection of over 100 characters. securing locations rescuing or guarding people.
Two teams of five pit against each other. Each team has a base There are usually 30 rounds in each match. Each team take it in
called an ‘Ancient’. The first team to destroy their opponents' turns to choose a map that works to their advantage.
Ancient wins the game. At the end of each round the teams are rewarded on their
There are three pathways (called “lanes”) that connect the two
individual performances.
bases and waves of soldier units (called “creeps”) are spawned to
They can win things such as in-game currency and useful
travel these lanes, clashing with the opposite team’s creeps as
items to use in the next rounds.
they fight their way to the enemy’s base.
CS: GO depends on a whole range of different abilities:
By eliminating creeps, leveling up, purchasing items, and making
Lightning-fast reflexes, good hand-eye coordination and
strategic decisions, the players vie for control of the map so they
can ultimately break into the opposing base and destroy their strategic thinking in the team.
opponent’s Ancient. AT THE EVENT: The events at CS:GO are lively and loud. The
AT THE EVENT: The crowd at Dota 2 are passionate and energetic. pool prize at the event in Cologne - $1,000,000.
A lot of audience members dress up as characters and wear
references to the game (or their favorite team’s shirt). Pool prize
at ESL One Birmingham - $1,000,000.
ESL Roadbook 2020 10INTERNAL USE ONLY
ESL 2019 HIGHLIGHTS
• We saw the rise of EffiBOT: an
icon within the esports
community
• DHL EffiBOT Dash, our very own
mobile game app was released
• We met again with the
enthusiastic crowd at ESL One
Birmingham
• The EffiBOT Chatbot on
Facebook brought us even closer
to the fans
• SirActionSlacks continued to
thrill the audience with his
content and signing sessions
• We saw the introduction of the
!DHLDROP, a live arena giveaway
to an eager fan
• We entered the Asia market at
IEM Beijing
• Launched of our first global
employee league – Gamers Unite
• Meet esports cooperation with
TeachFirst
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ESL ONE 2020 EVENTS
Opportunity to activate at 2020 events:
ESL ONE DESTINATIONS VENUE DATES 2018 GAME
Los Angeles, USA SHRINE AUDITORIUM 20 – 22 MARCH DOTA 2
LA
Rio de Jeneiro, Brazil JEUNESSE ARENA 21 - 24 MAY CS:GO
Rio
UK, Birmingham ARENA BIRMINGHAM 29 - 31 MAY DOTA 2
Birmingham
Germany, Cologne LANXESS ARENA 10 – 12 JULY CS:GO
Cologne
Germany, TBA TBA 23 – 25 OCTOBER DOTA 2
TBA
South East Asia, TBA TBA NOVEMBER TBA DOTA 2
TBA
ESL Roadbook 2020 12INTERNAL USE ONLY
ACTIVATION FOR
BUSINESS VALUE
• 360 Activation Overview
• Global Content Creation - ‘Moments That Deliver’
• Event Space Activation Examples
• VR Mini Game: DHL Box Stacker Pro
• Mobile App Game: DHL EffiBOT Dash
• Social Promotion: DHL EffiBOT Chatbot
• Live Arena Activation
• Activation Assets to Leverage
• Local Social Media Best Practices
• Fan Reactions - ESL One Birmingham Case Study
• Ticketing and Hospitality Overview
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360 ACTIVATION OVERVIEW
FOCUS AREAS
BRAND AWARENESS & EQUITY
1 Drive reach and engagement on fan (B2C)
and B2B level, humanizing brand to Millennials and
Generation Z
Market
Toolkit
Live streamed
content and
media
partnerships
2 SUPPORT BUSINESS
Customer, employee and media engagement
Ticketing and
Hospitality, VIP
Lounge
Use of
Influencers and
customer
experiences
3
Digital and
LOGISTICS SHOWCASE social media
Specialist logistics and handling of event cargo amplification
LOGISTICS SHOWCASE
ESL Roadbook 2020 14INTERNAL USE ONLY
GLOBAL CONTENT CREATION - ‘MOMENTS THAT DELIVER’
ESL media house produces and distributes dedicated DHL content throughout the year.
DHL is enabling highly emotional ‘Moments that Deliver’ through managing the platform’s extraordinary logistics.
Live streaming of such legendary eSports moments makes it a truly global and first-hand experience:
MOMENTS OF THE EVENT (streaming ESL ONE INFLUENCER CONTENT FINAL EVENT DAY ADVERT
segment - presented by DHL) (social media) (social media)
A highlights video on unique individual ESL One influencers will play an integral part In a popular story format, a DHL advert will
moments of teams, players, hosts and of the DHL storytelling, targeted to the play on the final event day
audience gaming community
*Please click on images to watch examples
ESL Roadbook 2020 15INTERNAL USE ONLY
EVENT SPACE ACTIVATION EXAMPLES
DHL BOX STACKER PRO SAWYER ROBOT EffiBOT ACTIVATION STAND
• This the brand new VR Mini • Sawyer handed out DHL • EffiBOT handed out • The stand has been created to
Game that fans of ESL One got branded merchandise to fans !DHLDROP signs to fans inside be modular, making it easy to
to play for the first time. that visited the Partner’s Tent. the arena. transport for each event.
• The player with the highest • This is a great opportunity to • EffiBOT is brought into the live • Easily adjustable to fit various
score at the end of the day highlight DHL’s innovations arena at one point every day of activation sizes.
received ESL Merchandise. and advanced technology. the event • Digital content screen assets
• The overall weekend winner shared from Global team.
won a trip to an ESL One event.
*Sawyer Robot and EffiBOT are subject to availability depending on dates of activation.
ESL One modular stand activation - ESL One Katowice Sawyer Giveaway - Branded Fan dressed in !DHLDROP signs
DHL Box Stacker Pro Sunglasses at ESL One Birmingham
ESL Roadbook 2020 16INTERNAL USE ONLY
VR MINI-GAME: DHL BOX STACKER PRO
HOW TO PLAY
• The player is in a cherry picker that is slowly moving up
• There are 3 different shaped DHL boxes that must be
stacked in the correct places on the shelves
• Player has 5 lives, a life is lost by missing a row or
misplacing a DHL box
• If a player throws a box, a ParcelCopter swoops in to save
it before it falls to the ground.
• The game gets progressively harder until you lose control
• One game play takes around 0:30 - 1:30min
• The Game is based on a compulsion loop (people will want
to play it again and again)
• Four artwork posters decorate the warehouse shelves
including EffiBOT, Sawyer Robot, ParcelCopter and the
ESL chair (these can be customised)
ESL Roadbook 2020 17INTERNAL USE ONLY
MOBILE APP GAME: DHL EFFIBOT DASH
How to Play
The player starts as the main character, EffiBOT. The user then has to swipe left
and right to collect the DHL parcels and up/down to jump/duck to avoid the
obstacles around the DHL warehouse. The game features bonus levels where
you can play as the DHL StreetScooter and Parcelcopter in the sky and city. It
also includes a Dota 2 inspired world with fun characters and obstacles to get
around.
The top scores are added to the global leaderboard on InMotion. There is also
the option upon special request to host a private leaderboard to compete
against colleagues and friends.
*Click on example to watch promo video
ESL Roadbook 2020 18INTERNAL USE ONLY
SOCIAL PROMOTION: DHL EFFIBOT CHATBOT
About EffiBOT Chatbot
EffiBOT is now able to interact and message users through Facebook
Messenger.
ESL One fans can find out about the events via regularly updated
blogs written by Effibot, receive updates in-between matches and
hear about the latest news in esports.
Visit the Facebook page here:
https://www.facebook.com/pg/EffiBOT.DHL
ESL Roadbook 2020 19INTERNAL USE ONLY
EVENT SPACE ACTIVATION - PRIZE EXAMPLES
PRIZES, GIFTS AND GIVEAWAYS
• Sawyer Robot Giveaways – Branded DHL yellow sunglasses
• EffiBOT Giveaways – DHL Cake Pops
• 3x End of Day DHL Box Stacker Pro winners – ESL merchandise clothing
• 1x Weekend DHL Box Stacker Pro winner – Travel, hotel and grandstand weekend ticket to ESL One New York CS:GO
ESL Merchandise available at
shop.eslgaming.com
DHL Branded Sunglasses - price per unit €1.12
DHL Branded Cake Pops -
price per unit €2.60
ESL Roadbook 2020 20INTERNAL USE ONLY
EVENT SPACE ACTIVATION - SOCIAL AMPLIFICATION
SNAPPIE APP PHOTO TOOL
Snappie is an application that is used to create a Graphics Interchange Format (GIF). Individual photos are taken while the participant is
playing the DHL Box Stacker Pro. This GIF is then sent directly to the players email address where they can then share on various social
media and messaging platforms.
This is a great tool for social amplification as the copy for each platform can be edited specifically to tag, hashtag and spread the
message of DHL and Moments that Deliver.
ESL Roadbook 2020 21INTERNAL USE ONLY
LIVE ARENA ACTIVATION - !DHLDROP
THE !DHLDROP
At each ESL One event, EffiBOT takes to the stage with an esports influencer to
pick out a lucky ESL fan from the crowd. For a chance to win, fans have to
wave a !DHLDROP sign in air and hope to be selected. Fans can get creative
and draw their messages on the back. Marker pens and signs are provided at
the DHL stand and by EffiBOT throughout the arena.
Prizes include ESL and Dota 2/CS:GO merchandise.
ESL Roadbook 2020 22INTERNAL USE ONLY
ACTIVATION ASSETS AVAILABLE FOR LOCAL MARKETS TO LEVERAGE PARTNERSHIP
EXPERIENTIAL EVENT
B2B LOGISTICS FILM DAILY EVENT HIGHLIGHTS INFLUENCERS & PLAYERS
ACTIVITY
Footage of B2B filming will be Daily event highlights shared on Access to influencers for Meet & Modular fan activation space.
accessible to promote DHL’s DHL InMotion and Social Media Greet, PR and media content; Exciting, lively and new
thorough logistical solutions pages Contribution to Player experiences for invited guests.
arrival gifts/experiences
PARTNERSHIP LOGO TICKETS & HOSPITALITY WEBSITE GLOBAL CAMPAIGN
VIP tickets & option to book VIP
Access to partnership logos to Lounge, weekend grandstand Event Blog available on Global campaign assets
use on promotions for B2B and tickets for fans. Backstage tours InMotion; available for local market
B2C content for VIPs and discounted tickets ESL assets available adaptation, support for new
for employees (ltd avail.) on Activator activation ideas
ESL Roadbook 2020 23INTERNAL USE ONLY
LOCAL MARKET BEST PRACTICES
NYC Ticket Van DHL Superfan DHL India #AskMeAnything
ESL One New York ESL One Hamburg DHL One Mumbai
Fans of ESL could win free tickets Express and Paket in Germany both DHL Express created a UGC
to the ESL One: CS:GO event hosted digital competitions on competition where followers
happening in New York by simply social channels to become the DHL posted questions with the hashtag
finding the van, taking a picture Superfan at ESL One in Hamburg. #AskMeAnything. Six were then
with it and sharing it on social The Superfan and guest were selected, answered on camera by
using #MomentsThatDeliver treated to an exclusive ESL SirActionSlacks & shared on social.
experience, going behind the They also promoted three Global
scenes, meeting the players, and Newsletters, received strong press
watching all of the action from the coverage and hosted tours with
best seats in the house! customers.
ESL Roadbook 2020 24INTERNAL USE ONLY
FAN REACTIONS - ESL ONE BIRMINGHAM CASE STUDY
At ESL One Birmingham 2019, DHL received a very loud welcome from the fans. Fans appeared in homemade DHL T-shirts and
continued the famous chanting. The cheering grew louder after the debut of the !DHLDROP, where fans had to hold up a DHL sign for a
chance to win a box full of prizes delivered by Dota 2 influencer, Sheever.
Twitter Reactions YouTube - Chanting
*Please click on examples to view original posts/videos
ESL Roadbook 2020 25INTERNAL USE ONLY
TICKETING AND HOSPITALITY OVERVIEW
VIP TICKETS WEEKEND GRANDSTAND PREMIUM TICKETS 2X PER TICKET REGISTRATION &
x20 PER EVENT (B2B) TICKETS x15 PER EVENT EVENT PICK-UP
20 VIPs allowed to attend. 15 grandstand tickets • 2 premium tickets available Details needed for
Option to reallocate tickets available per weekend event per weekend event. registration include full name,
per day. For B2B purposes, for employees and campaigns Recommended for social company/Business Unit and
entertaining customers and or fan competitions. Only one media competitions email address
high-level recognition ticket allocation per name.
activities only. Option to Option to purchase additional • These tickets include a goodie Identification required for
purchase additional tickets tickets back and special package ticket pick-up upon arrival at
which varies per event venue
Option to purchase dedicated All tickets valid
DHL hospitality suite Friday/Saturday to Sunday Event guide to be shared 3
available on request at according to specific event days prior to event to all
additional cost schedule (CS:GO schedule MERCHANDISE participants via email
different to Dota 2)
One exclusive Backstage tour Contact the DHL Hotline for
• Discount (tbc) for ordered
available for VIP guests, 15 - Discount for employee tickets further questions
items (from 10 pieces
20 min duration with limited available at ESL One events
onwards)
amount of people. Potential hosted in Germany only,
for more if organized by ESL requests to be coordinated by
Additional merchandise items
(limited availability upon the hotline, minimum 6
can be ordered from
request, free of charge) tickets per hotline order
shop.eslgaming.com
request
Includes All Inclusive Partner
Lounge hospitality (free of No hospitality included in
charge) Grandstand tickets Please note: The VIP Experience varies widely per event
depending on the Venue and access.
Tickets can be used for single Tickets can be used for single
days or full weekend by one days or full weekend by one
person only person only Contact the DHL Hotline for more information - hotline@dhl-
sponsorships.com
ESL Roadbook 2020 26INTERNAL USE ONLY
2020 ACTIVATION EXAMPLES WIP
Blind Matchmaking DHL Fan Draft DHL BoxSorter Pro United Gamers
A live arena game hosted by Based on ability, a fan team A follow on from the DHL DHL will host an online
SirActionSlacks. will be created through a BoxStacker Pro, but it’s a competition where fans can
Contestants will be brought mini draft series at each team VR game, where you submit who of their online
to the stage and asked a event. The winning team will have to sort DHL parcels friends they would like to
series of questions by a receive mentoring session onto the correct conveyor meet in real life and why.
player looking for a new from SirActionSlacks or a belts. The winner will be united
teammate. The questions Dota 2 / CS:GO expert. Each player will have a with their nominee for the
will determine who their best This can also be switched different role and will be first time at a live ESL event
match is and at the end, the into digital content without required to communicate for us to film and share,
contestant with the best the live arena element or with their fellow teammate. emotionalizing DHL further.
answers will be revealed. split half and half. The VR game will be
available at the DHL booth.
ESL Roadbook 2020 27INTERNAL USE ONLY
2020 – DOTA 2 ACADEMY DELIVERED BY DHL
ESL Academy Delivered by DHL Video
The ESL Academy system’s goal is to develop, promote, and
elevate undiscovered Dota 2 talent on the verge of going pro.
The leaderboard will be derived from the Dotabuff Reach
platform, functioning as the grassroot platform in North America
and Europe. Gathering talent from both regions, four former
Dota 2 veterans will draft teams from the Top 40 players of each
region.
Each coach will draft their own team from qualifying
competitors, selecting the most promising top players to train
them on- and offline to compete in a professional esports
environment. ESL Academy final matches will be held in
conjunction with ESL One tournaments to provide players a
chance to display their expertise in front of the largest Dota 2
community live and online.
ESL Roadbook 2020 28INTERNAL USE ONLY
ACTIVATION SUPPORT
• Toolbox for activation
• Example Video Assets
• InMotion Blog
• Digital channels for partnership activation
• Approvals
• Planning road map
• Spending guidelines
• Compliance guidelines
• Post-activation feedback
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TOOLBOX FOR ACTIVATION
Toolkit materials for local activation are available on the DHL Activator (more content
currently being developed for market adaptation)
MEDIA RELATIONS - IMAGERY & FILM -
INTERACTIVE PLATFORMS
AVAILABLE NOW ON ACTIVATOR AVAILABLE NOW ON ACTIVATOR
Roadbook • Partnership composite logo • ‘Moments that Deliver’
content & campaign series
Q&A (internal use only) • Introductory video
• Daily tournament highlights
Interview • Imagery (video content)
Infographics • Material & tools for activation
• Social Media content (video)
• InMotion Daily Blog
Press release • 30sec partnership promo film
• Logistics movie:
ESL One Birmingham delivered
by DHL
Locally created materials must be approved by the Global Sponsorship Manager and ESL in advance - please see
“Approvals” page for further information.
ESL Roadbook 2020 30INTERNAL USE ONLY
EXAMPLE VIDEO ASSETS
ESL One Cologne CS:GO - ESL One Birmingham Dota 2 -
pashaBiceps !DHLDrop video Moments of the Event Video
ESL One Dota 2 - #ThanksEffiBOT Promotional
DHL X ESL: 50 Years of DHL
Videos
*Please click on examples to watch clips
ESL Roadbook 2019 31INTERNAL USE ONLY
INMOTION BLOG
INMOTION BLOG
At each ESL One event, DHL shared a live blog of the events of the tournament weekend and host a prize draw on InMotion.
• ESL One Cologne (English & German): dhl-in-motion.com/esports/article/esl-one-cologne-2018-en
• ESL One Belo Horizonte blog (English & Portuguese): https://www.dhl-in-motion.com/esports/article/esl-one-belo-horizonte-2018
• ESL One Birmingham blog (English): https://www.dhl-in-motion.com/esports/article/esl-one-birmingham-2018
• DHL InMotion ‘Play the Future’ Prize Draw: https://www.dhl-in-motion.com/en/esports/voting/
ESL Roadbook 2020 32INTERNAL USE ONLY
DIGITAL CHANNELS FOR PARTNERSHIP ACTIVATION
Features of our partnership can be found on a variety of owned digital and social media channels as
well as on partner’s homepage, Facebook, Twitter and Instagram
DHL GLOBAL PAGES DHL SOCIAL MEDIA PLATFORMS ESL DIGITAL ACTIVATION
General information on our Sponsorship Campaign related content and news ESL One channel distribution
portfolio
• Facebook.com/DHL • Facebook.com/ESL
• DHL.com/about_us/partnerships • Twitter.com/DHL • Twitter.com/ESL
• Youtube.com/DHL • Instagram.com/ESLgaming
• logistics.dhl/about_us/partnerships
• DHL.com/ESL
• DPDHL.com/en/press/special Broadcasting (English stream):
• dhl-in-motion.com/esports https://www.facebook.com/WatchESL
One/?ref=bookmarks
DHL InMotion SPONSORING HUB
• DHL will regularly post interesting insights, news, editorials and facts on the InMotion partnership digital hub
• InMotion includes competitions and curated content including a daily blog on event days.
• Surprise Box Competition: dhl-in-motion.com/esports/article/esl-one-cologne-2018-en
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APPROVALS
USE OF LOGO, OFFICIAL DESIGNATION
• DHL’s designation: ‘Official Logistics Partner’ of ESL One series
• All ESL One related promotions / communications need approval from Corporate Brand Marketing and ESL
• Approvals may also be needed from individual event promoters and sponsors so time should be allowed for this
• You should allow five working days for feedback and additional time for revised artwork to be sent back for approval
• Make sure to use the full event name and correct event logo when promoting ESL One
USE OF IMAGE & FOOTAGE
• Still photographic images showing ESL One events and players may be used for editorial and promotional purposes,
if obtained from approved photographic agencies, with fees and clarified rights of usage, or through ESL as facilitated by Corporate Brand
Marketing
• Free imagery will be regularly uploaded to the Activator on DHL Corporate Net – if you have any specific requirement, please contact the DHL
Hotline
REQUIREMENTS FOR USING ESL ONE IMAGERY
• Approval of imagery, please adhere to the guidelines below and ask questions if anything is unclear
• Players shown only in direct relation to ESL One event
• Close-up of one single player should be avoided (we do not have contractual rights to specific players or teams)
• Imagery of stage, the crowd at a ESL One event can be used without asking for approval
• Use of player images and individuals is permitted in the context of ESL One which needs to be visible at all times
• When ESL official imagery is used without ESL logo please integrate a small source (ESL 2020) in the image
Contact: Christine Schröder-Schönberg, Head of Sponsoring Team for more information
ESL Roadbook 2020 34INTERNAL USE ONLY
PLANNING ROAD MAP
Stage 1: Stage 2: Stage 3: Stage 4: Stage 5: Stage 6:
Activation Promotional Customer Customer Post
Media & PR
Planning Activity Engagement Hospitality Event
10-12 WKS BEFORE 8-10 WKS BEFORE 6-8 WKS BEFORE 4-6 WKS BEFORE ACTIVITY WEEK 1-2 WKS AFTER
Finalize overall Country Direct mailers to Event planning Media plan (local) On-site event Post activity report
Activation Plan with selected customers activated including
Sales internal Goody bags Follow up on leads
DHL Global & Regional but not limited to:
E-DM blast to retail engagement – secured during the
liaison contact Detailed program
briefing, agreement Print ads event
Customers with
on participation
discount shipments Feature story Sales visit on potential
Event program leads
Invoice inserts Press release on
Premium items / partnership Thank you gift for
giveaways guests (e.g. photo book)
Invoice inserts
Objectives, roles &
Website feature
responsibilities
Use of partnership
Issue invitations to
logo and
customers
promotional
Face-to-face materials (as
customer visits giveaways) in
internal activities
ESL Roadbook 2020 35INTERNAL USE ONLY
SPENDING GUIDELINES
MAXIMISING VALUE
Whether you are provided with activation funding from your global Business Unit office, regional MarComs, or allocate
local revenue to partnership activation, the following spending guidelines should be followed to achieve maximum
leverage:
• Consider spend vs reach / value / achievement of objectives - a greater % of budget should be spent on activities that will deliver
more value, especially if delivering additional revenue
• Focus less spend on customer hospitality (smaller impact, compliance considerations), and put more spend and effort into other
areas to drive value - such as PR, public promotions, customer direct marketing campaign etc
• At least 10% of the activation budget should be spent on a PR/media relations activity, such as a media briefing, behind-the-scenes
tour etc
• Consider collaborations with other Business Units as well as other event sponsors to share costs
• Further consideration when allocating budget should be given to:
– Extent of previous activation undertaken
– Ability to activate via customer base and staff locations in the vicinity of the event
– Cost of activation implementation in-country
ESL Roadbook 2020 36INTERNAL USE ONLY
COMPLIANCE GUIDELINES
ANTI-CORRUPTION & BUSINESS ETHICS
• Since 2008, the Group has an “Anti-Corruption and Business Ethics Policy” which requests prior written
approval by the Compliance Officer for hospitality and entertainment events which go beyond the policy, i.e.
benefits in the business setting above a threshold of 250 EUR per invitation
• Gifts and entertainment are generally an accepted way of building and maintaining business relationships.
However, certain invitations may be viewed as a bribe
• Under most laws, a gift, hospitality or entertainment is critical if made to influence business decisions or if
perceived as improper inducement. Fines and monetary penalties may be severe for Express, the Group and
individuals (imprisonment may also be a consequence)
• In addition, some customers are requesting us to refrain from inviting their employees to avoid any potential
conflict
• Key policies include the exclusion of public officials and customers who we are negotiating with (incl. tender
processes). Invites for spouses, partners and children must be pre-approved
• The customer approval template to apply for exceptions to the compliance guidelines can be accessed on
the DHL Activator, for submission online to the Global Compliance Office
The chart on the following page provides guidelines regarding gifts, entertainment, hospitality and
sponsoring events
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COMPLIANCE GUIDELINES
Working with Gift Limitations:
• To distinguish gifts, hospitality, entertainment and sponsored event invites that strengthen business ties from bribes, please refer to the
summary chart of the Approval Concept in the revised Anti-Corruption and Business Ethics Policy:
Anti-Corruption and Business Ethics Policy (Section 3) New Section 4
Permission Gifts Hospitality Entertainment Sponsored Events
Not permitted > 100 EUR, permissible > 250 EUR, permissible > 250 EUR, permissible > 250 EUR, permissible
only with prior written only with prior written only with prior written only with prior written
approval of GCO or BU approval of GCO or BU approval of GCO or BU approval of Compliance
Compliance Officer Compliance Officer Compliance Officer (GCO or BU Compliance
(see Section 3.2 / 3.6) (see Section 3.2 / 3.6) (see Section 3.2 / 3.6) Officer)
(Section 4.5 / 4.6)
May be permitted after < 100 EUR, < 250 EUR < 250 EUR < 250 EUR
Cost Center approval (see Section 3.3 / 3.5) (see Section 3.3 / 3.5) (see Section 3.3 / 3.5) (see Section 4.3)
Permitted – specific nominal value such as reasonable; normal n/a < 100 EUR
approval not required calendars and other business setting (see Section 4.2)
promotional giveaways (see Section 3.1)
(see Section 3.1)
Note: In addition to the above summary the DPDHL Anti-Corruption and Business Ethics Policy applies and must be considered.
ESL Roadbook 2020 38INTERNAL USE ONLY
APPROVAL FROM COMPLIANCE EXCEPTIONS
DHL will apply the following rules to approve and monitor entertainment / hospitality events with an
external component that go beyond the EUR250 threshold per invitee:
1. Principles laid down in the DPDHL Code of Conduct / Anti-Corruption and Business Ethics Policy must be considered.
2. No violation of applicable local laws or regulations.
3. Hierarchic level / status of the invitee must be proportionate / appropriate to the event.
4. Should not form a pattern or series of events (no more than one per person per year)
5. Standard compliance letter to customer / customers acknowledgement that invitation does not violate their own internal policies and
guidelines (or reference with the invitation: “By accepting this invitation we assume that you have the full agreement from your
company to attend and that it in no way infringes your own company policies.” )
6. No motivation to influence pending business decisions / no pending bids.
7. Must not be Public Officials.
8. Invitees must be hosted / accompanied by appropriate DHL personnel and where possible events should include customer
information (aspects on products/service, discussion forums, lectures, facility tours etc.)
9. Requests for exceptions must be on the standard template and all fields need to be completed:
– Costings must be genuine and comprehensive (e.g. Transport + Meals + event +hotel etc.)
– Invites for spouses / partners / family members subject to approval
– Hosting and attending DHL Personnel should also be listed on the template
10. All invitations (can be summarized per event) must be approved in writing PRIOR to the event by the Country Manager and the
relevant Regional CEO, with notification to the relevant BU Compliance Officer.
11. A record of all approved Exceptions must be forwarded to the BU Compliance Officer and also kept on file / stored locally for possible
future audit purposes.
12. All staff requesting or approving specific corporate hospitality must have concluded the web-based DP DHL Anti-Corruption Training
on my learning world (www.mylearningworld.net)
ESL Roadbook 2020 39INTERNAL USE ONLY
SUBMITTING POST ACTIVATION FEEDBACK
Overview Quantitative Metric Qualitative Metric
• Our partnerships provide a great opportunity for
all countries to maximize DHL brand recognition Events executed No of events Did you use the DHL Hotline?
(including venue, Usage of tools on DHL Activator To what extent did you
through a 360° integrated marketing approach date, audience, (downloads and page views) use/promote unique assets and
delivered internally as well as externally presentations new tools
given incl. any
business topics
• Following your activation of the partnership, covered)
please submit an overview and details to the Hospitality used – No of customers hosted for hospitality Comments re customers in general
Hotline type of tickets etc Increased Share of Wallet (in % terms) due to partnership involvement
estimated Customer feedback following
hospitality
• Your feedback will enable ongoing evaluation of
Promotions No of contacts sent to Feedback from winners
our Partner Program, as well as share ideas implemented No of leads generated (and qualified to Feedback from sales re business
amongst colleagues for improved activation (external public or next stage) impact, customer wins etc
customers only) DM activity if relevant - CTR (%) and/or
e.g sales offer to no of registrations
• In submitting your activation details, it is customers, public Customer wins attributable (in Euros)
important to include such information as shown in ticket giveaway No of giveaways (and type used)
the matrix opposite Media activity No of media hosted for briefings Quality/positioning of media outlets
undertaken Media coverage - number of unique covering story
mentions, EAV (in Euros)
Employee No of staff hosted for events Staff engagement, interaction -
engagement Reach of staff promotions e.g. courier overview of activities, details re
activities held or sales incentive – no of staff, entries promotions, feedback
Brand exposure No of advert insertions (print, Comments re image/credibility
achieved, magazines/press) enhancement in the local market
advertising Online activity if relevant - no of hits, no Comments re level of visibility “on
purchased of unique visitors, no of page views, the ground”
IF APPLICABLE CTR (%):
Brand awareness and recall (if relevant
market research is done in the country)
ESL Roadbook 2020 40INTERNAL USE ONLY
USEFUL CONTACTS
41INTERNAL USE ONLY
Useful contacts
The DHL Activate Hotline is your first point of contact for all other questions regarding partnership activation:
hotline@dhl-sponsorships.com
FURTHER USEFUL CONTACTS
Ticket Enquiries:
hotline@dhl-sponsorships.com
Brand Hub Access Register:
brandhub-usermanagement@dpdhl.com
Media Enquiries:
Diane Rinas: d.rinas@dpdhl.com
Group Brand Marketing:
Veronica Sanchez veronica.sanchez@dpdhl.com
Christine Schröder-Schönberg: c.schroeder-schoenberg@dpdhl.com
Campaign and toolkit adaptation (TAG Worldwide)
dhlaccountteam@tagworldwide.com
Activation Agency (Bright Partnerships):
Chiya Louie: chiyal@brightpartnerships.com
ESL Roadbook 2020 42You can also read
