Kingdom for gamers

Communication gamescom // LG Electronics

For the enter­tain­ment elec­tronics company LG, OSK real­ized commu­ni­ca­tion at and around their trade fair appear­ance at the gamescom 2013. For years the world’s largest public fair for computer and video games in Cologne has been the most impor­tant meeting point for the large and predom­i­nantly ...

For the enter­tain­ment elec­tronics company LG, OSK real­ized commu­ni­ca­tion at and around their trade fair appear­ance at the gamescom 2013. For years the world’s largest public fair for computer and video games in Cologne has been the most impor­tant meeting point for the large and predom­i­nantly very young gamers’ scene which is prepared to travel great distances and accept long waiting times for impor­tant new games and consoles.

For the appear­ance at the fair, OSK devel­oped a two-stage commu­ni­ca­tion approach intended to guar­antee percep­tion of the hard­ware supplier LG in a scenario power­fully domi­nated by soft­ware and to ensure a high degree of traffic at the stand. The heart of the campaign is the compe­ti­tion “King of Game” - a kind of licence to play for enthu­si­astic gamers.

The first step is for OSK to acti­vate the commu­nity of LG fans via the social media chan­nels of the company. Regis­tered partic­i­pants receive a play pass online and engage in exciting battles against one another. The best can subse­quently pit them­selves via Livestream* with the Rocket Beans - a team of presen­ters already well known to gamers from TV shows such as Game One (MTV) and Giga Games (NBC). The finals are played live against the Rocket Beans at the LG stand. Attrac­tive prizes from the LG product range await the winners. One further attrac­tion is the fact that the battles will be fought with the game “Need for Speed Rivals”, which has not yet been offi­cially published.

The games are played exclu­sively on LG prod­ucts which the OSK team at the stand presents in the three gaming areas “On the go”, “Living” and “Working”. Thus the brand and product expe­ri­ences are linked in a way that is closely oriented toward the target group.

The result: Even before the start of the fair, over 10,000 aspiring gamers register for “King of Game” via the LG Face­book app, count­less others join them at the fair.

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