With the ambition of becoming the number one PC brand in e-sports, HP tasked DRUM with creating a year-long strategy for its gaming brand, OMEN by HP. The brand wanted to tap into the global e-sports phenomenon which is growing rapidly and quickly becoming part of everyday culture, whilst also providing gamers with the technology and skills to hone their gaming technique.
DRUM identified that for HP to be successful in the gaming space it would need to partner with influential e-sports teams and leagues and bring those sponsorships to life in a creative platform that would engage viewers. To do this, DRUM partnered with media owner Gamer Network to create ‘The OMEN Esports report’, a UK first of its kind digital magazine show streamed live once a month on Twitch. Fronted by e-sports presenters Pala and Frankie Ward, the shows welcomes a range of e-sports teams and gaming influencers to the studio across 6 months and covers the biggest Esports tournaments both domestically and globally, including exclusive content from both the Overwatch League and the OMEN UK Open.
We drove a mass awareness of The OMEN Esports Report through our media partner, Gamer Network, generating more than 240,000 live views and 40m video views of cut-down content. Awareness of OMEN by HP amongst our core audience increased by 10% from 15% to 25%, helping to continue establishing OMEN as a major player in the Esports World. OMEN by HP are thrilled with the success of the series and Season 2 is in the making.
Senior Account Manager
Head of Design