EA Games: OMEN by HP Challenge

HP, the multination information technology company, hosted an inventive e-sports tournament to advertise its 'OMEN by HP PC' gaming brand at Gamescom, the trade fair in Germany.

Background

Context:

Esports is the fastest growing sport on the planet. Huge audiences gather for massive esports tournaments around the world.

OMEN by HP (HP's PC gaming brand) is a relative newcomer (>3 years). They want to be the no.1 PC gaming brand in esports by 2020.

'The OMEN Challenge' has been a part of HP's brand experience and activation programme for three years, using the traditional eSports tournament format.

Esport tournament formats are formulaic and expected. 100 players fight-to-the-death until there is a single victor. A points- based system over three days makes final scores predictable.

Brief:

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