The HP gaming line, Campus OMEN, has been created with the aim of offering training to gamers through teams: a low content platform and a multi-channel branded content strategy from PHD Spain

The eSports market is constantly growing. The number of followers in Spain is approximately 15 million and many dream of becoming professionals. However, explains Chema Cuesta, Creative Content & Brand Experience Director, PHD Spain: “there was no place to teach them how to be professional. In general, in this market the content was closely related to the games themselves, but not so much with the teams with which it is played. We needed to differentiate ourselves by giving a role to the brand and, in addition, to compete with the large amount of gaming content that exists in the different digital and offline channels.”

That is why Campus OMEN by HP was created. A content platform designed to help players master each game, a space that would become a reference for the gamers and for the market. For this, PHD devised a multiplatform strategy with different points of contact with the target. A self-produced programme on TV called “Dominate The Game”, on the Movistar + eSports channel, where with only 6 programmes it became the second programme own production most viewed channel. In addition, content was created in the main technological hubs where topics dealt with in the TV programme deepened. Campus OMEN by HP was also present in the main gaming events of Spain, where masterclasses were taught directly with the main influencers of the sector. Content was made live on social networks, where the Ambassador of Campus, the well-known custer Muit0, answered questions live from the fans; as well as content on social networks with influencers. All to produce some data that speaks for itself:

  • +52 million impacts
  • +4.5 million unique viewers in Movistar +
  • +1.7 million views of digital content
  • +428,000 interactions in social networks