HP Omen Challenge
Open the game- Brand
- HP
- Year
- 2016
- Objective
- Product launch
- Industry
- Tech
- Platform
- Web
- Agency
- 180 Amsterdam
- With
- Feels Like
Objective
HP launched its first gaming laptop, the HP Omen, targeting competitive and casual gamers. The brand needed to create unprecedented buzz and engagement within the Twitch gaming community to differentiate the product and drive awareness among the core esports audience.
Solution
Created the first-ever live-action game show on Twitch where millions of viewers voted in real-time via Twitch chat to inflict "tortures"—4D effects—on professional esports players competing in SMITE. Players sat in specially constructed pods rigged with physical effects including electrical surges, sonic booms, earthquakes, electric shocks, bright flashes, smoke grenades, air blasts, and extreme heat. Viewers voted every 15 minutes during three rounds of competition. The event featured 4,500 physical attendees on-site plus millions streaming live.
Results
The HP Omen Challenge generated 23 million minutes watched on Twitch during its live streaming event at TwitchCon.
