Event Marketer Summer 2023 - 37

BEST ESPORTS OR GAMING EXPERIENCE
When gaming's biggest franchise was on the precipice of
announcing not just one, but three, new iterations of Call of
Duty, Activision set out to deliver an experiential campaign
that would match the magnitude of one of the game's biggest
reveals. So the publisher gathered 200 of the world's top
streamers and content creators in person within a " streamer
arena " at an event dubbed Call of Duty: Next. The gamers had
one mission: Be the first to play the next generation of Call of
Duty games and share their reactions with the world.
But it wasn't just an Activision broadcast gamers
participated in-each of them was live streaming on their own
channels. What's more, the brand created an additional " clean "
feed from each streamer to mix into the main " official " show,
essentially doubling the output to 400 unique streams. Miles of
cables and broadcast switchers were custom-built to handle the
traffic.
Activision pulled the best of the gameplay into an " NFL
GOLD AWARD
CAMPAIGN: Call of Duty: Next
CLIENT: Activision
PARTNERS: George P. Johnson, OS
Studios
RedZone " -style show broadcast, with nine on-camera hosts
guiding the audience through the three product launches, brand
announcements and action from the live gameplay on two
stages.
The campaign leveled up Activision's reveal strategy in a
serious way. It became the biggest Call of Duty beta launch of
all time, leading to $1 billion in sales within the first 10 days of
Modern Warfare II's release.
BEST ESPORTS OR GAMING EXPERIENCE
It'll come as no surprise that food delivery app Grubhub does
well among the gaming demographic, particularly college-age
consumers who have just started using the app, or using it more
regularly. And that made the League of Legends Championship
Series the place to be for a brand aiming to build a new, loyal
audience. So the team dreamed up the Grubhub Fan Zone,
a sponsorship footprint built to host 16,000 gamers across
weekend-long events in Houston and Chicago.
Grubhub planted itself directly in front of the stage where
League of Legends competitors were facing off, ensuring fans
visiting its space, and those watching the live stream, had a
prime view. On-site, attendees chilled in food-inspired areas
with plush donut, sushi and burger seating, and chicken wing
SILVER AWARD
CAMPAIGN: Grubhub at LCS
Championship
CLIENT: Grubhub
PARTNER: Factory 360
and popcorn pillows. They could pose for photos on a giant
" pizza throne, " play classic arcade games to win prizes and pick
up themed swag. Throughout the space, grid-like installations
and floor graphics mimicked pixel configurations, and signage
and QR codes encouraged attendees to download the Grubhub
app to receive $5 off, along with a free digital " hextech " (magical
technology from the game) chest.
All told, the brand scored thousands of app downloads, in
addition to drawing 408,621 total live viewers to its digital
channels. GG, Grubhub.
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Event Marketer Summer 2023

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