The brief
On 29 January 2021, OMEN – HP’s gaming brand – presented the ‘OMEN Challenge - The Video Game Game Show’ livestream event. An online experience, the event introduced the OMEN Gaming Hub while offering a fresh perspective on the world of gaming. Players from all over the US competed to win an ultimate battle station kitted out with the latest OMEN products. Infinity Marketing Team was entrusted to provide virtual event production service for the programme.
Insight
OMEN used its proven strategy of promoting new products and reaching its target audience through an exciting live video game programme. In this new experience, viewers could participate alongside contestants for rewards, which added a level of interactivity to conventional livestream events.
Solution
Virtual spectators were greeted with witty punchlines from popular moderator and comedian Ron Funches as he introduced the talent-heavy eight-person line-up consisting of the National Football League players and popular content creators.
The competition consisted of seven rounds of gameplay, each level kicking off with trivia questions and a promise of ‘immunity’ for the player with the most correct answers. Conversely, in the video game tournament that followed, one player would be eliminated from each round, narrowing the field until only the champion remained. Each round featured a unique themed environment designed by professional artists.
Viewers got involved right alongside the competitors by answering questions from their personal accounts, vying for the chance to win the latest line of products.
Results
Crowd response to the livestream event exceeded OMEN’s expectations:
- 601,000 views
- 25,000 maximum concurrent viewers recorded
- Average viewer count increased by 35% compared to the previous OMEN Underground virtual livestream tournament in September 2020
- 558 new followers to OMEN’s Twitch platform
Testimonial
“The OMEN Challenge livestream event solidified HP’s gaming line – OMEN – as a cultural touchstone brand by bringing both casual and endemic gamers together. By working with some of today’s top talent from the worlds of sports, content creation, gaming and comedy, we were thrilled to once again demonstrate how gaming has evolved from a niche interest to a major influence over today’s popular culture. We had a lot of fun creating this one-of-a-kind show, and look forward to continuing to push the envelope of gaming events with future livestreams” – Chase Pancamo, US Gaming Marketing Manager: Products, Partnerships & Events of HP
