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.

Our brief was to create a new tournament experience for OMEN Challenge 2018 to make an impact at Gamescom, in Cologne, Germany. They wanted to move away from gimmicky stunts used in previous years and increase credibility amongst programmers, influencers and eSports fans. 


We developed a world-first tournament format which reinvented the game, providing new experiences for players and fans. Top gaming athletes partnered with top fans, through a social media recruitment campaign. We started player-pairs with a pot of cash to protect. 

We wanted OMEN by HP to make a real statement and impact at Gamescom, but in a sustainable way, which would build long-term credibility with gamers. To achieve this, it was key to avoid gimmicks and create something that that would be authentic to the brand and have the depth to create true and lasting impact.

We decided to develop a tournament format which would fundamentally change the way gamers played. Providing a revolutionary tournament format, would create massive buzz at Gamescom, mark OMEN by HP out from competitors in a unique way, build creditability with the target audience and provide a world-first experience for players and crowds. Strategically, we then leveraged HP’s streaming partner, Twitch, and their network of influencers and pro-gamers and utilised them help us achieve our brand awareness and engagement metrics. 


  • Livestream Results: 3.2 million live views (300% increase on the 2017 OMEN Challenge)
  • Over 15 million minutes watched (350% increase on 2017) 3 million unique views (260% increase on 2017)
  • 40,000 concurrent views at peak (150% increase on 2017)
  • 3.2 million post engagements (215% increase on 2017)
  • 56 million hashtag impressions
  • 40,000 click throughs to the OMEN by HP website