R2R
The 'R2R' campaign by Brahma beer bridges the gap between classic football history and modern gaming by resurrecting Ronaldo Fenômeno's iconic 'Number One' finger-wagging celebration from 1998 that was part of a Brahma campaign from 20 years ago. By mapping the signature move to a simple controller combination—holding R2 and flicking the right analog stick to the right (R2R) — players could recreate this legendary moment using Ronaldo's digital avatar in EA Sports FC 25.
A curated database of branded gaming examples.
Three hours a night grinding WoW with your guild. Fortnite with your mates after work. Candy Crush on the commute. Whether or not you’d call yourself a gamer, you are still playing. Gaming has become an unprecedented cultural force. Massive attention, deep engagement and yet, little money invested. Need more convincing?
Source: GroupM, GEEIQ, Newzoo, 2024
Source: Dentsu & GWI, State of Gaming 2024
I’ve spent the past few years on both sides of the fence: with gaming brands, and with non-gaming brands trying to work out what to do about gaming. Along the way I kept examples. What started as a Google Doc is now an index of close to 200 of them. This is it.
I hope you’ll find it useful, reach out if you want to chat.
JonathanFounder & Principal, Office of Applied Imagination
