CASE FILE — SEAT × MAD LIONS
Flagship Investigation · Campaign Coordination
How a legacy automotive brand earned massive impressions by becoming a credible participant in Spanish esports culture.
THE RESULTS
Operational delivery: Both activations executed on schedule across two separate venues and formats. All influencer, talent, and production commitments met without reported issues.
Long-term impact: SEAT's positioning in Spanish esports shifted from sponsor to cultural participant. The Lions Games format — a branded challenge tournament built around product features — became a replicable model for automotive brand integration in gaming and creator culture.
It was the direct result of designing activations that audiences chose to engage with rather than tolerate.
63M
Social media impressions
220K
Average viewers per minute
CASE FILE: N. REMIS — LEAD INVESTIGATOR
I've Watched Campaigns Die Up Close.
This Is What I Learned.
Not a theory borrowed from a textbook. Not a framework built in a vacuum. Sixteen years of being in the room when marketing campaigns succeeded, failed, and sometimes died for reasons nobody on the team could name.
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WHAT THIS MEANS FOR YOU
Both activations succeeded for the same reason: every decision — from how challenges were designed to how influencers were briefed — was made in service of the audience's experience, not the brand's visibility requirements.
That's not a creative instinct. It's an operational discipline.
If your brand is trying to enter a space where you don't yet have credibility, or if your sponsorships are generating impressions but
not relationships, that's a diagnosable problem.
Let's find out what's actually broken.
How SEAT Turned a Sponsorship Into Cultural Credibility and Delivered an amazing ROI in the Process
Two activations. One city. A legacy automotive brand that had no natural place in esports until it did. A forensic breakdown of how operational precision and audience-first design made the difference.
Client
SEAT Spain (Volkswagen Group)
Market
MAD Lions (esports organisation)
Location
Barcelona, Spain — Casa SEAT + SEAT Martorell
Industry
Automotive
Campaign Type
Live event activation · Influencer integration · Branded tournament
Formats
Two complementary activations (fan experience + branded games)
Service
Campaign Coordination (The Morgue)
THE CONTEXT
SEAT had something most automotive brands struggle to build in esports: a genuine partnership with a competitive team. MAD Lions were one of Spain's most recognisable esports organisations, with a fanbase that was young, digital-native, and resistant to brands that didn't belong.
The sponsorship existed. But a logo on a jersey isn't a relationship —
and it isn't ROI.
The challenge was turning an existing sponsorship into something the
audience would actually remember: two activations in Barcelona that made SEAT feel like a brand that understood esports culture, not one that was renting space inside it.
THE CHALLENGE
Automotive brands face a specific credibility problem in esports.
Cars are expensive, aspirational, and adult — esports audiences are young, community-driven, and allergic to corporate intrusion.
The tactical challenge was significant: two separate events with different formats, audiences, and operational requirements, both needing to land in the same short window and reinforce the same brand narrative.
Project 1 — the fan experience at Casa SEAT — required premium logistics: VIP access, meet & greets with MAD Lions players, an esports masterclass, and a roster presentation with branded zones and car showcases.
High expectations, tight scheduling, and a premium audience that would notice every operational failure.
Project 2 — The Lions Games — required something harder: creative invention.
A full-day branded tournament at SEAT Martorell where influencers competed in challenges built around actual SEAT car features. Duck Hunt. Rally-X. Car Pong. Scooter Tetris. Music Quiz. Every challenge had to make the car feel like part of the entertainment, not the product being sold.
Both had to feel native. Neither could feel like advertising.
SCOPE:
Project 1 — MAD Lions Fan Experience & Roster Presentation
✦ End-to-end logistics and scheduling for VIP fan experience events at Casa SEAT, Barcelona
✦ Meet & greet coordination with MAD Lions players — fan access, timing, format, and brand integration
✦ Esports masterclass and documentary content production filmed on-site at Casa SEAT
✦ Roster Presentation Experience: branded zones design and setup, photo opportunity areas, SEAT car showcase integration
✦ Influencer coordination and content planning to ensure SEAT's brand messaging was integrated naturally into esports storytelling — not imposed over it
✦ Aftermovie and branded social content production and distribution to extend the live event's reach across digital channels
Project 2 — The Lions Games by SEAT
✦ Full event concept development: translating SEAT car features
(navigation, park assist, etc.) into competitive challenges that felt entertaining rather than promotional
✦ Production and logistics management for a full-day branded tournament at SEAT Martorell, covering venue, talent, teams, timing, and equipment
✦ Challenge design and execution across five custom-built games:
Duck Hunt · Rally-X · Car Pong · Scooter Tetris · Music Quiz
✦ Influencer and fan team coordination — dividing participants,
managing competitive format, briefing talent on brand integration
✦ Live commentary and entertainment coordination with gaming casters to maintain energy and authenticity throughout the day
✦ Aftermovie and social media snippet production for post-event
amplification across digital channels
Role: Project Manager (covering lead PM during leave)
KEY FINDINGS
01 —
A sponsorship is an asset, not a result. SEAT already had the partnership with MAD Lions. What the activations proved is that a logo placement generates awareness; a well-designed fan experience generates cultural permission. The difference between the two is operational and creative discipline, not budget.
02 —
The most effective brand integration hides the brand. The Lions Games worked because each challenge was designed around car features rather than car advertising. Audiences competed using park assist. They navigated with SEAT's system. The product became the mechanic — not the sponsor message interrupting the mechanic. This is the difference between endemic and non-endemic brand presence.
03 —
Two-event campaigns require unified narrative, independent logistics. Casa SEAT and SEAT Martorell were operationally separate — different formats, venues, audiences, and production requirements. Running them as a unified campaign rather than two disconnected activations was what produced the cumulative brand impact. Coordination between events is as important as coordination within them.
The Beliefs That Built This Business
Belief 1
Conversion problems are psychological problems wearing a technical disguise.
Brands spend thousands optimizing button colors and testing headlines while the real cause of death — invisible cognitive friction, trust collapse, loss aversion triggers — goes completely unexamined...
Belief 2
Most marketing research tells you what customers say. Consumer neuroscience tells you what they do.
There's a gap between what people report in surveys and what they actually do...
Belief 3
Operational experience is not optional for a marketing consultant.
You cannot diagnose a campaign you've never had to deliver...
Belief 4
Honest findings are more valuable than comfortable ones.
I will tell you what's actually killing your conversions — not what's easiest to hear...
PRIOR INVESTIGATIONS — FIELD RECORD
The Work Before The Consumer Autopsy
Before building a forensic investigation consultancy, there were 16 years of campaigns, projects, and client relationships. Here's what that actually looked like.
€2.6M
Earned media value
KitKat LFL Esports
84M+
Total impressions
Single campaign
275%
ROI
SEAT x MAD Lions
84K
Unique Twitch viewers
Kia x LoL Series
The Evidence
PUMA · LG · KITKAT · MAGNUM · SANTANDER · KIA · FOOT LOCKER · SEAT · GARNIER · GEN.G · NORAUTO · MOUV' · DEL ARTE ·
Both projects explore the same core question from different angles: how do different brains process information, make decisions, and find meaning?
The Other Investigation
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In 10 Months:
1.32M
Pinterest impressions
50%
newsletter open rates (industry average: 21%)
250+
Email Subscribers
100%
Steady passive revenue through digital products
THE DETECTIVE BEHIND THE AUTOPSY
THE PROBLEM I KEPT SEEING
For almost four years, I managed the execution of marketing campaigns for brands like PUMA, LG, KitKat, Seat and Magnum as a Senior Project Manager at an international esports and gaming consulting agency. Timelines, budgets, influencer activations, social campaigns, film productions - I coordinated it all.
And I had a front-row seat to something nobody talked about: campaigns that were perfectly executed, delivered on time, within budget... and still didn't convert the way they should. The creative was strong. The targeting was right. The execution was flawless. But somewhere between the first touchpoint and the final conversion, customers disappeared.
THE QUESTION NOBODY WAS ASKING
I worked across esports, gaming, healthcare, finance and tech over 16+ years in customer experience and project management. Different industries, different brands, different budgets. Same pattern. Same cause of death. And in almost every post-mortem, the conversation went the same way: "Let's test a new headline". "Maybe the claim is wrong". "We need more traffic".
Nobody was asking the right question: why are customers behaving this way?
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
What to Expect
Three honest statements about how I work — no platitudes, no agency language, no promises I can't keep.
01
I will tell you what I find — not what you want to hear.
If your campaign is failing because of a fundamental positioning
problem, I'll say so. If the issue is a single friction point
fixable in 48 hours, I'll say that too.
The investigation determines the answer — not the budget, not
what's easiest to implement, not what protects anyone's ego.
You're paying for a forensic diagnosis, not reassurance.
02
I work remotely, globally, and asynchronously.
Based in Gijón, Spain. Fluent in Spanish, French, and English.
Eight years managing remote projects across Europe, APAC, and
the Americas taught me how to communicate clearly across time
zones, cultures, and languages without losing precision.
Remote work isn't a limitation. It's how I've delivered €2.6M
earned media campaigns and coordinated teams across six continents.
03
I'm building this in public.
The Consumer Autopsy is new. I'm not going to pretend otherwise
or hide behind corporate language that obscures the timeline.
What I bring: 16 years of real operational experience, rigorous
training in consumer psychology, and a genuine obsession with
understanding why customers behave the way they do.
If that's what your business needs — let's talk.
THE DETECTIVE BEHIND THE AUTOPSY
WHAT I ACTUALLY BELIEVE
I believe most marketing fails at the psychological level, not the executional one. Customers don't abandon carts because your checkout has too many steps. They abandon because something triggered loss aversion, created decision fatigue or broke the trust you spent weeks building. The friction is invisible which is why it's so dangerous.
And I believe the only way to fix it is to stop guessing and start investigating. Treat every conversion problem like a forensic case. Follow the evidence. Find the cause of death. Prescribe the exact fix.
WHY I WENT BACK TO STUDY
I spent years on the execution side wondering why no one was studying the psychology behind what I was seeing. So I did. Consumer Neuroscience & Neuromarketing at Copenhagen Business School. Market Research & Consumer Behavior at IE Business School. Google UX Design and Data Analytics certifications.
The more I studied, the more I recognized the patterns I'd been watching for years - finally explained by the science. The Consumer Autopsy is what happens when 8+ years of managing campaigns from the inside meets the psychology of why they live or die.
WHAT THIS MEANS FOR YOU
When you work with me, you're not getting a theorist who's read the textbooks but never managed a real campaign. You're getting someone who has coordinated the timelines, chased the assets, sat in the client calls, watched the KPIs drop and then went back to study the psychological mechanisms behind all of it.
That combination - operational experience plus behavioral science - is exactly what forensic marketing investigation requires.
CASE FILE: N. Remis
10+
Global
Brands
Across
Europe
&
APAC
3
Languages: French, Spanish & English
16+ Years in
Customer
Experience
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