THE OMEN BY HP CHALLENGE 2018
| Title | THE OMEN BY HP CHALLENGE 2018 |
| Brand | EA GAMES |
| Product/Service | OMEN - VIDEO GAME |
| Category |
D04. Live Advertising & Events |
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Entrant
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EDELMAN London, UNITED KINGDOM
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Idea Creation
|
EDELMAN London, UNITED KINGDOM
|
|
PR
|
EDELMAN London, UNITED KINGDOM
|
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Production
|
EDELMAN London, UNITED KINGDOM
|
Credits
| Daniel Douglas |
Edelman |
Creative |
| Paul Taylor |
Edelman |
Creative |
| Indy Selvarajah |
Edelman |
Creative Director |
| Kirsten Mackenzie |
Edelman |
Account Director |
| Myles Cameron |
Edelman |
Technical Director |
| James Herring |
Edelman |
Influencer Lead |
| Rhodri Morgan |
Edelman |
Influencer Executive |
| Steffan Martins |
Edelman |
Account Executive |
| Enfys Dickinson |
Edelman |
Production Lead |
Write a short summary of what happens in the ambient or digital execution or campaign.
We ran a 3-day interactive tournament event for Gamescom 2018 in Cologne.
Pro-players played live onsite, in front of the huge Gamescon crowd and partnered with online home fan players, who had been recruited via a social media recruitment campaign prior to the event.
The tournament format was a world-first tournament format which reinvented the game, providing new experiences for players and fans.
Player-pairs started with a pot of cash to protect.
They lost a % of that pot every time they were killed... and every-time they killed someone, they got their victim’s share.
This mechanic changed the entire psychology of play.
No longer a zero-sum game, we created an uber-strategic spectacle of unexpected twists and turns, with players having to think in new ways.
This made for a captivating and compelling event which had never-before-been-seen in the eSports landscape.
Cultural/Context information for the jury
Esports is the fastest growing sport on the planet. Huge audiences gather for massive esports tournaments around the world.
OMEN by HP (HP’s PC gaming brand) is a relative newcomer (>3 years). They want to be the no.1 PC gaming brand in esports by 2020.
Esport tournament formats are formulaic and expected. 100 players fight-to-the-death until there is a single victor. A points-based system over three days makes final scores predictable.