The Brief
Spearheaded by OMEN – HP’s gaming brand – and contemporary fashion and streetwear platform HYPEBEAST, the first-ever OMEN Underground was a virtual livestream event which showcased the growing influence of gaming in contemporary culture.
Insight
Living up to its theme, the virtual livestream event attracted participants from across the intersecting communities of e-sports, music, fashion and skateboarding, highlighting the sheer reach of OMEN products. For OMEN the event also marked a big step into cultural territory; the brand even partnered with diverse cultural influencers and partners to underline the increasing mainstream significance of gaming.
Solution
Infinity Marketing Team provided virtual event management support for the programme, including production, creative and editing. Kicking off on 24 June 2020 as viewers enjoyed an exclusive set from DJ Toro y Moi. Another highlight was a Hypetalks panel discussion of the merger of culture and gaming, but most thrilling of all was an exciting video game face-off between professional skateboarders. The tournament winner was given the opportunity to donate OMEN PC setups to the charity of their choice, while a fortunate viewer received a special prize pack containing a new OMEN laptop.
Results
Crowd response to the livestream event exceeded OMEN’s expectations:
- 481,000 views, 92% positive sentiment
- 400,000 unique Twitch chatters
- 5.3 million social impressions
- 4,600 product giveaway engagements
- 3,000 new OMEN followers generated in three hours
Client Testimonial
“The livestream event resulted in strong viewership, engagement and positive sentiment from the community. Our partners acknowledged how meaningful the programme was, and how it was truly one-of-its-kind” – Daryl Butler, head of HP marketing for US consumer personal systems
