JOURNEY 03 · THE GENERAL DISCOVERY
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DISCOVERYStep 1 of 6
First Exposure — Social Feed
Marcus, 31, from London, has never heard of EWC. He's a casual gamer who plays FIFA and watches football. He sees a short-form video on TikTok of a crowd erupting at a Valorant final in Riyadh. The spectacle stops his scroll. He doesn't know the game — but the atmosphere hooks him.
EWC 2026 PLAN·Expand the Audience·Capture non-endemic audiences via cultural moments
STAGE AI — AUDIENCE EXPANSION
Lookalike modelling: Marcus matches the 'Sports Fan → Esports Crossover' segment. Signal: Follows Premier League clubs, watches F1, plays FIFA 25. STAGE AI targets him via TikTok's sports-adjacent interest graph. CPM: £4.20 (vs. £11.80 for direct esports targeting).
FAN ACTION
Marcus taps the TikTok profile and watches 3 more EWC clips. Total watch time: 4 min 12 sec.
PERFORMANCE SIGNAL
Non-endemic audience reach: 3.6B potential. TikTok sports crossover CTR: 2.8%