Sector: Fintech, Financial Services

Discipline: Brand building, investor relations, community engagement, media relations


To introduce the BestMeta esports platform and support the Token Launch of their blockchain-based BestMeta Token (BMT), raising the company and founders’ profile within the crypto and esports press. Establishing journalist relationships for Amy Yu and her business partner, veteran Dota 2 caster Toby “TobiWan” Dawson and attaining positive rating and coverage, cementing the brand across the media prior to the Token Sale.


Yellow Jersey worked with Amy Yu, BestMeta Managing Director, to carry out a pre-launch review of the company’s website, Whitepaper and Token Launch communications. A succinct Q&A document was devised to send to journalists that covered off all major components of the BestMeta Token, smart contract and token allocation aspects alongside esports market facts and figures.

Creating pre-launch interest, the launch press release was embargoed to coincide with an exclusive article in Forbes on the day of the platform announcement. Initial announcement of BestMeta was presented internally by the client, which was quickly dissected by the press and crypto analysts, outlining scrutiny of the business model. Yellow Jersey was therefore put on the back foot from the get-go and provided with the brief to turn around this perception.

Our campaign resulted in exceptional coverage across crypto, esports and national media, including Forbes, Daily Mail and CoinIdol. Yellow Jersey succeeded in creating momentum, credibility and a powerful public profile for BestMeta and its founders.


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