VODAFONE – Xbox Arena festival 2019
Intro
Vodafone was the platinum sponsor at the Xbox Arena Festival 2019. We designed for Vodafone a unique gaming experience including an activation booth, on stage presence, Influencers & Youtubers as well as branding of the venue.
Challenge
All research shows that gamers are not as susceptible to traditional advertising (offline or online) as the general population is. Instead, you can reach them only by creating engaging campaigns in their terms and their environment.
An additional challenge was how to stand out in the cluttered environment of Xbox Arena that has multiple sponsors and brands.
Solution
Our solution was designed having gamer’s interests in mind. First of all, the message for all branding materials “Lagging is not an option” resonated very well with our audience as a gamer’s priority is always how to play faster, minimize lagging and increase their reaction time. Secondly, we designed an experiential area where visitors could compete on the League of Legends 1v1 challenge and be coached by well-known League of Legends champions, the GRE team. Participants did not only meet their e-sport idols, but they were also coached on how to play faster by the best. Finally, excitement was kept high during the entire day with the presence of gaming celebrities, interactive content, on-stage shows, Instagram celebrity take-overs and other happenings.
Outcome
The sponsorship was a great success with the brand both standing out and interacting with visitors. More specifically:
- Total Number of Visitors exposed to Vodafone branding and experiential area: 10,000
Average time on booth: 7,5 minutes
- Users viewed the Vodafone Xbox Arena content: 295,108 times
- Interacted with our content (interactions): 2.600 times
