The Honor of Kings McDonald’s Tempest Cup has clinched a Bronze Award at the prestigious 17th Kidlat Awards, securing recognition in the Creativity in Social: Social Activation category. The campaign, which transformed McDonald’s outlets across the Philippines into live esports arenas, is being hailed as a game-changing grassroots initiative that brought mobile esports to the heart of local communities.
Launched in partnership between Level Infinite Philippines and creative agency Minotaur, the Tempest Cup broke new ground by turning everyday fast-food restaurants into high-energy tournament venues. The campaign ran from September to October 2024, reaching players in multiple provinces and bringing the Honor of Kings experience directly to the fans — not just through screens, but in person.
A Fresh Take on Mobile Esports Engagement
In an era where most esports tournaments are centered around urban hubs or online-only formats, the Tempest Cup offered something different: real-world accessibility. The campaign set up local events in McDonald’s branches across the country, creating immersive, on-ground experiences that blurred the line between dining and digital competition.
The idea resonated deeply with grassroots gamers — particularly those outside Metro Manila — who rarely get a chance to participate in organized, high-production esports events. With Honor of Kings as the featured title and McDonald’s as the venue, the Tempest Cup became a cultural touchstone for mobile gamers, turning casual hangouts into scenes of competitive intensity.
Recognition from the Kidlat Awards
The Kidlat Awards, organized by the Association of Accredited Advertising Agencies of the Philippines (4As), celebrates the country’s most creative and effective advertising and marketing campaigns. The Tempest Cup’s win in the Social Activation category spotlights its unique blend of strategic creativity, community impact, and brand collaboration.
“We are incredibly honored to receive this recognition from the Kidlat Awards,” said Angelica Neri, Esports Manager at Level Infinite PH. “The Tempest Cup brought our community closer than ever and showcased the passion of Filipino gamers. This award is a testament to that shared vision.”
Blending Digital and Physical: The Minotaur Vision
For creative agency Minotaur, the Tempest Cup wasn’t just a marketing campaign — it was a celebration of the evolving esports landscape in the Philippines.
“Bringing Honor of Kings to life through the Tempest Cup meant more than just staging matches,” shared Jamie Paraso, CEO and President of Minotaur. “We wanted to turn familiar spaces into unforgettable battlegrounds — to make gaming more accessible, and to build a campaign with real heart. We’re proud that our effort resonated, and even prouder that it’s now been recognized.”
Why This Matters for Philippine Esports
The success of the Tempest Cup signals a pivotal shift in how esports can be integrated into everyday life. No longer confined to massive arenas or online streams, mobile gaming events can now be hyper-local, inclusive, and experiential — engaging fans at the community level in ways that feel personal and memorable.
With the Philippines being one of Southeast Asia’s fastest-growing mobile gaming markets, initiatives like this could redefine how brands approach esports sponsorship, event marketing, and community building.
What’s Next for Honor of Kings in the Philippines?
As Honor of Kings continues to grow its player base in the region, the success of the Tempest Cup suggests more on-ground campaigns could be on the horizon. With Level Infinite PH’s commitment to community-driven activations, fans can likely expect future tournaments, pop-up events, and even collaborations with other lifestyle brands.
By winning Bronze at the 2025 Kidlat Awards, the Honor of Kings McDonald’s Tempest Cup has proven that powerful storytelling and meaningful community engagement can make waves — even in unexpected places like your neighborhood McDonald’s. This innovative approach to grassroots esports is a template for future campaigns looking to bring digital excitement to real-world spaces.
