HP @ OMEN Event: Best of Three 2018 – Tunisia

HP Personal Systems Marketing0 Comments

The Best of Three 2018 (BOS3) event, which took place between March 31st and April 1st, 2018, served as the introduction of OMEN X laptops to a new audience, leveraging two days of all-out gaming in Tunis  to give consumers a look and feel impression of the brand.

The event took place in one of Tunis’ main venues (UTICA – the Tunisian Union of Industry, Trade and Crafts), with mainstream games and attractive cash prizes on offer.

BOS3 was marked by the presence of Tunisia’s Secretary of State for Youth and Sport, who gave a speech and spoke about how the government will to create a gaming federation in Tunisia powered by OMEN by HP. A long-term partnership with HP is also under discussion to develop Youth Centres in all Tunisia districts.

Campaigns – OMEN GAMING VENUE & Retailers’ presence

  • OMEN gaming competition, targeting gamers.
  • Leveraging OMEN Look & Feel at HP retailer stands, targeting a new audience.

Event results:

  • HP Stand Look & Feel Reach Rate : +1500 pax per day, 3.125 pax during whole event.

Online leads gathering:

  • 522.900 views/ 7000 interactions on teasing / reveal campaign.
  • 28.000 views on Youtube livestreaming + 15.000 views on Twitch during 2 days event.

Activity Flow

OMEN gaming competitions:

  • CSGO: Competition with a cash prize of 10.000 TND.
  • LOL: League of legends with a cash prize of 10.000 TND.

Pre-event and event walkthrough:

  • Online campaign started on March 6th to March 10th (date of reveal) making 523k views and +7000 interactions on YouTube by ambassadors as a fake beef online. “The team: M3kky & Kwenjy vs. Ouich / Kumuraman” drawing followers’ attention to announce the BO3 event led by OMEN.
  • OMEN gaming scene: an OMEN gaming desk & big screen in the scene in which all animation (Gaming competition, OMEN ambassadors show) were performed.
  • Livestreaming: Broadcasting gamers’ playthroughs with commentary, animations and ambassadors live at BO3.
  • Data-gathering: A survey was administered during the event to research gamers and their requirements, and also to gauge interest in OMEN products.

Two days of retailers’ presence in BO3 with dedicated stands:

  • SPACENET
  • WIKI
  • TUNISIANET
  • MYTEK
  • SCOOP
  • ZOOM

OMEN at BO3 activations during and post-event:

  • Call to Action – Buy an OMEN laptop and get an instant gift (OMEN accessories)