Event Marketer September 2021 - 57

SPONSORED CONTENT
CASE STUDIES OF EXCELLENCE
CONTACT INFO
ELLIOTT ELSNER
ELLIOTT@INFINITYMARKETING.COM
917.301.5395
INFINITYMARKETING.COM
CAMPAIGN: OMEN CHALLENGE: THE VIDEO GAME
GAME SHOW
CLIENT: OMEN BY HP
AGENCY: INFINITY MARKETING TEAM
The goal for OMEN by HP in 2020 was to resonate with both
endemic and non-endemic gamers in a time when there was a
heavy influx of virtual events. Engagements with Twitch and
other virtual gaming platforms were at an all-time high, making
it extremely competitive to stand out in the market. To break
through this noise, OMEN by HP needed to develop a revolutionary,
competitive platform that gamers had never experienced. This
led to the creation of the OMEN Challenge - the world's first-ever
Video Game Game Show.
In creating a gaming experience that would stand out from
other virtual gaming events and resonate with participants and
viewers, HP combined two popular gaming genres - trivia and
live-action - in a revolutionary new way. While at-home viewers
could enjoy watching the players in gameplay, they would be able to
simultaneously compete in an at-home version of the trivia for the
chance to win OMEN prizes.
The OMEN Challenge would include seven rounds, with each round
consisting of seven trivia questions, a live action game and an
elimination vote. Trivia and gameplay winners would be granted
immunity for that round's vote, automatically advancing to the
next round.
Each of the seven games chosen for the live action portion had
to feature a unique challenge that tested one of the key gaming
attributes. The team specifically sought out and partnered with
gaming titles that would match those attributes - Trackmania,
Gang Beasts, Fortnite, Super Meat Boy 2, Overcooked 2,
SpeedRunners and Rocket League.
Prizes would be awarded both to the winning contestant and to
viewers at home, while the winner would also receive 15 full gaming
setups to be donated to a Boys and Girls Club in their city.
The event featured eight participants - a combination of targeted,
well-known gamers and content creators, including Erika Harlacher,
Yvonnie Ng, LSK, Jake the Viking, Annoying and Misses Mae. Since
the event took place right before the Super Bowl, the lineup also
included two NFL players - Kurt Benkert and Gabe Nabers. The team
looked for gamers with fun and engaging personalities who would be
good representatives of the brand, which would result in brand call
outs and high audience engagement in their social media posts.
With each round having a new set, new elimination animation
and one fewer player, the 600,000-plus at-home viewers were
captivated, wondering what was next. What would be the next
game played? What would the set look like? What would be
the next trivia product giveaway? Who would be eliminated?
How would the eliminated player be banished? As a first-of-itskind
event, the OMEN Challenge: The Video Game Game Show
presented a revolutionary competitive platform that enthralled
both gamers and viewers who had never before experienced this
new game style.
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SEPTEMBER 2021 EVENT MARKETER 57
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Event Marketer September 2021

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