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The Brief

Elevate HP’s annual esports tournament, The OMEN Challenge, as both experience and event in order to reach a greater audience than ever before. Create a cultural moment in gaming that reflected HP OMEN’s position as the top PC gaming brand in Europe.


The Creative idea

To create a unique spectacle, giving gaming fans something they’d never seen before, while delivering what they crave: greater insight from and connection to their favourite players.

The OMEN Challenge, held in London on 20th September, 2019 gave esports fans something they’d never seen before: esports’ first mixed reality broadcast.

Taking the physical world and mixing it with the game world, the OMEN Challenge broadcast an entire stream from within the game. We delivered unmatched insight in to each match by physically placing both the hosts and the athletes in the heart of their own replays. Play by play, match by match, the world’s best players delivered fans a unique and unparalleleled level of understanding of their game.

The tournament used a bespoke, custom designed CS:GO map that drew design cues from the physical event arena to host a unique tournament format, pitting the world’s best team players against each other, 1vs 1.

The live broadcast featured an augmented reality caster’s studio, that allowed the hosts to present the show from inside different vantage points in the game. It also served as a portal to transition in to the game itself for live mixed reality replays and dissection of key plays and decisive moves.

The tournament map was then shared with fans immediately after the final as a lasting, playable OMEN Challenge legacy to the community.


The Evidence

3.2 M TOTAL VIEWERS
NO.1 ON TWITCH, 5HRS STRAIGHT
23.5 M TOTAL MINUTES WATCHED
152.2 M TOTAL IMPRESSIONS

The OMEN Challenge helped OMEN by HP create a cultural moment in the world of esports, drawing millions of viewers to the live stream, gaining and holding their attention, making the OMEN Challenge no.1 on Twitch for the full 5 hour broadcast, with over 23.5 million minutes watched, further strengthening their position as the top PC gaming brand in Europe.

Date created: October 2019 2019-10-01T00:00:00+0100
Date published: 9 April 2020 2020-04-09T13:19:18+0100

MADEIT CREDITS

Annual 2020 ShortlistHP OMEN: OMEN ChallengeEffectiveness Annual 2020 ShortlistHP OMEN: OMEN ChallengeExperiential Annual 2020 ShortlistHP OMEN: OMEN ChallengeWave Project featured: on 13th April 2020 Contributor:

AKQA has been a Contributor since 31st July 2020.

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HP OMEN: OMEN Challenge

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