The Result

The Insight

Gaming has seen explosive growth, and has become a mainstream sport across the globe. While consoles are a popular entry-level option, serious gamers want to build their own device to their specifications. HP OMEN is a unified gaming portfolio delivering extreme performance and power for unhinged gaming.

The Strategy

What better way to promote a high-performance gaming PC than through the premium e-sport gaming event – the annual rAge expo. We partnered with rAge to launch RUSH powered by HP OMEN. RUSH is a multi-tournament, multi-platform, multi-game event with some seriously amazing prizes – the perfect opportunity to experience the exciting world of competitive gaming first-hand. 

The tournament was supported by an ‘HP OMEN’ popup store, as well as website, ticket and venue branding. Awareness was amplified by gaming social media influencers, a key aspect of infiltrating this niche market that exists predominantly behind closed doors. To keep an authentic voice, we relied heavily on the influencers to drive the conversation. 

By showcasing ‘HP OMEN’ PCs at the heart of the RUSH eSports Challenge, we created an ideal platform for both avid and social gamers to immerse themselves in the technology and the brand. The ‘HP OMEN’ brand was placed front and centre in the gaming community. The PCs could then speak for themselves and we created awareness and sparked interest in this new product portfolio.