Yahoo eSports Live includes two 30 minute segments, Late Night League and Tilted, airing every Monday from 12th September 2016 on Yahoo eSports and Twitch.
Reese’s Puffs is the first sponsor and will have new opportunities to reach fans within this live experience. This sponsorship extends the “You Either Love Them or You’re Wrong” campaign for Reese’s Puffs to reach an important audience of millennials on Yahoo.
Late Night League, hosted by Mark Zimmerman, will focus on recent news around the eSports world in the style of a late night talk show. Tilted, the second half of Yahoo eSports Live, is a roundtable discussion with a rotating cast of Yahoo eSports editorial and video personalities.
Lisa Utzschneider, Yahoo chief revenue officer said: “Consumers are more engaged with live content than ever and, with this new programming across Yahoo eSports, we’re giving our users more of the shows they want while opening up tremendous opportunities for advertisers.
“We have a focused strategy around live video and General Mills recognised the power of this medium to connect with their audience, especially millennials who come to Yahoo eSports for their latest updates and analysis.”
Devin Kunysz, Reese's Puffs General Mills marketing manager said: “As a leader in the emerging eSports space and an experienced player in live programming, Yahoo was the obvious choice for our new campaign for Reese’s Puffs.
“We’ve found a really unique way to connect with our audience around the new Yahoo ESports Live, so that we’re able to not only entertain and engage fans around our brand, but drive results for our business.”