| Title | HP OMEN |
| Brand | HP EMEA |
| Product/Service | HP OMEN |
| Category |
B01. Use of Social Platforms |
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Entrant Company
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180 AMSTERDAM Amsterdam, THE NETHERLANDS
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Advertising Agency
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180 AMSTERDAM Amsterdam, THE NETHERLANDS
|
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Production Company
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B-REEL London, UNITED KINGDOM
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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 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 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!
Results and Effectiveness
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.
Creative Execution
Teaser banners and pre-rolls on Twitch and hp.com built excitement pre-event and teased the date and teams involved. Influencers promoted the event on Facebook, Twitter, and their own YouTube channels with content they created.
On event day a countdown timer on Twitch’s homepage, and banners and pre-rolls on Twitch and hp.com drove people to tune in, vote for tortures, and spread the word with #OmenChallenge.
Viewers could vote for the tortures inflicted on the gamers via the Twitch chat box and watch them happen in real time, testing PC gaming world heroes, and the HP Omen itself.
Insights, Strategy and the Idea
With the brand lacking both awareness and credibility with gamers, we needed to meaningfully insert HP and the HP Omen into their culture. With over 100 million unique monthly viewers, and 16 billion minutes of content watched monthly, we knew Twitch was where we needed to be.
However, instead of just placing an ad on Twitch and hoping we’d get noticed, we used it as the power gaming community media channel it is and created the first ever live action broadcast on Twitch: “The HP Omen Challenge”. Ten pro gamers, in torture chambers, playing Smite, on HP Omen laptops.