| Title | HP OMEN |
| Brand | HP EMEA |
| Product/Service | HP OMEN |
| Category |
A08. Original Game/Gaming |
|
Entrant Company
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Contributing Company
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Production Company
|
B-REEL London, UNITED KINGDOM
|
Credits
| Al Moseley |
180 Amsterdam |
President And Chief Creative Officer |
| Dan Treichel |
180 Amsterdam |
Executive Creative Director |
| Dave Canning |
180 Amsterdam |
Executive Creative Director |
| Martin Beswick |
180 Amsterdam |
Creative Director |
| Martin Terhart |
180 Amsterdam |
Creative Director |
| Robbie Graham |
180 Amsterdam |
Art Director |
| Anna Sweet |
180 Amsterdam |
Copywriter |
| Megan Wooding |
180 Amsterdam |
Head Of Account Management |
| Dan Colgan |
180 Amsterdam |
Account Director |
| Susan Cook |
180 Amsterdam |
Head Of Production |
| Colin Pueschner |
180 Amsterdam |
Producer |
| Bethany Papenbrock |
180 Amsterdam |
Producer |
| Jonas Vail |
180 Amsterdam |
Planning Director |
| Paul Chauvin |
180 Amsterdam |
Planner |
| Jen Bechard |
180 Amsterdam |
Project Manager |
| Akvilina Jaskunaite |
180 Amsterdam |
Business Affairs |
The Campaign
The HP Omen gaming laptop wasn't even on PC gamers’ radars. If anything, they thought of boring office computers. The objective was to gain credibility with gamers and get them talking about the HP Omen.
We couldn’t just talk to them about product features – we needed to prove we were as dedicated to gaming as they are.
So as a way of meaningfully inserting HP and the HP Omen into the world of PC gaming, we created a first-of-its-kind branded live game experience: “The HP Omen Challenge”.
Inspired by actual PC gaming community behavior – LAN parties (where gamers compete online over a Local Area Network) – the idea was to bend the rules of gaming and create the greatest LAN party ever!
We put ten pro gamers into torture chambers, to play Smite on HP Omen laptops, in the first-ever live action broadcast on Twitch.
Viewers could vote for the tortures inflicted on the gamers via the Twitch chat box and watch them happen in real time – not only testing the heroes of the PC gaming world, but the HP Omen itself.
The objective of the campaign was to gain credibility with gamers and get them talking about the HP Omen.
Before the event, YouTube influencers’ content collected more than 900K views.
On event day, over 100K gamers tuned in to watch the two-hour event on Twitch, generating more than 104,000 interactions within the live chat box, and more than 18,000 mentions of our hashtag #OmenChallenge – that’s a tweet and a half per second.
The campaign reached over 95 million people globally, got gamers talking about the HP Omen, and put HP credibly into PC gaming.
The HP Omen Challenge is appropriate for this category as it was created and produced like a live television game show, and kicked-off an exciting, recurring HP Omen branded entertainment franchise. The HP Omen Challenge 2 is happening 31st of October.
Working with an experienced entertainment production partner, the first-of-its-kind event was designed to put the HP Omen laptop to the test. Built around pro gamers being “tortured” wile playing the game Smite on HP Omen laptops, the challenge was broadcast live, in partnership with the fastest growing global gaming media platform – Twitch (100 million unique monthly viewers, and 16 billion minutes of content watched monthly).
Like any other sporting tournament or entertainment event, online media on HP owned and paid channels engaged the community and drove them to tune into the two-hour live broadcast on the 23rd of May this year.