| Title | HP OMEN |
| Brand | HP EMEA |
| Product/Service | HP OMEN |
|
Entrant Company
|
180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
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 |
Brief Explanation
The HP Omen 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.
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!
The HP Omen challenge became the first-ever live action broadcast on Twitch and engaged the PC gaming community like never before. 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 Campaign
As a way of meaningfully inserting HP and the the HP Omen gaming laptop into the extremely passionate and highly tech-savvy world of PC gaming – a category in which HP had no presence whatsoever – we created a first-of-its-kind branded live experience: “The HP Omen Challenge”.
We took two teams of five pro gamers, and put each gamer in a torture chamber, to battle it out in the game Smith, on HP Omen laptops, in the first ever live action game broadcast on Twitch. Viewers online could vote for the tortures inflicted on the gamers, and each torture was designed to highlight the features of the laptop and prove it could withstand any onslaught.
PC gamers went wild. With more than 100,000 people tuning into the event and lighting up social media, the campaign reached millions and started to gain credibility for the HP Omen within PC gaming.
Creative Execution
Pre-Event: Teaser banners and pre-rolls on Twitch and hp.com built excitement pre-event and teased the date and the teams involved in the challenge. YouTube Influencers promoted the event in the days leading up to the live event.
Event day - first ever live game show on Twitch: On the day of the event, countdown banners, banners and pre-rolls continued to drive people to tune in, vote for tortures, and spread the word with #OmenChallenge.
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.