Get on the ROG Hype Train, heading to PGW 2024!

How can a gaming brand successfully bring together its fans, both physically and online, through a major event?

Discover The Hype Train: our interactive social media campaign featuring the universe of ROG SAGA for Asus France at Paris Game Week 2024. A dynamic day & night live stream fueled in real time by social interactions on X + live IRL on stage at PGW

The brief 💬

The Activation Marketing and Social Media team at Asus France reached out to us with a challenge: how to engage the ROG community online and offline during The Paris Game Week 2024; The gaming event of the year. Nothing more, nothing less.

Our Response 💡

As we explored the Asus brand, we discovered and fell in love with a new world: the ROG SAGA. A parallel universe created by the ROG headquarters, yet untapped on Social Media in France. That’s when the campaign began to take shape in our minds, as a mission:

Clock is Ticking.

The Warriors of Freedom, scattered on missions worldwide, must reunite again and recruit as many G.A.M.E.R.S allies as possible to face the threat of a new war.

The last train to Lapuntu is about to leave, traveling through 7 cities to pick up 7 Freedom warriors and the G.A.M.E.R.S willing to join the assault against G.U.N..

The Hype Train was born.

The Mecanic ⚙️

A dynamic, uninterrupted day and night live stream fueled in real time by online social interactions.

A digital train, embodying the DNA of the ROG SAGA was created on social media and displayed on their stand's stage. The Hype Train will fill up as participations flow in their major social media: X (formerly Twitter).

1 # = 1 G.A.M.E.R.S joining the legion.

Main publication of the dynamic live by Pickaw for Asus ROG Saga.

▶️Clic here to access the Replay!

By day

The live is displaying in real time the participations, and filling up the train gauge. The wagons fill up over the interactions. When a milestone is reached:

• An reward is automatically distributed through a fair and transparent draw, among all participants.
• The wagon closes and a new one opens.

Exemple of one of the daily rewards for each achieved milestone of the ROG Hype train.

At the end of each day, just before the train closes its doors for its next destination, the Freedom warrior of the city joins the train.

At night

Every evening at 6:30 PM, a "RT + Follow" contest was automatically published on X with new prizes to be won, to thank all the G.A.M.E.Rs of the day.

Exemple of one of the night contests for each day of the ROG Hype train.

Overnight, the train travels to its next city, while the warriors and G.A.M.E.R.s rest and prepare for the end battle...

Video of the ROG Saga cities visited by the Pickaw hype train on X.

Cherry on the cake 🍒

An O+O campaign:

• Offline with a screen displaying the X live at ROG PGW stand:
  

  Picture of the live dynamic in real time on ROG stand for Paris Games Week.
• Online on X:
  

  Screenshot of ROG x Pickaw Live in Twitter top trends for France.

Super-engaged users thanks to the creativity of the campaign:

Screenshots of Verbatims of users on the dynamic live.

Plus, to maximize engagement and retention, a participant can recruit multiple G.A.M.E.R.s at intervals of 5 minutes, to help increase the gauge. Note that it did not increase their chances of winning.

Tra(i)nscendental results 💥

On the 5 days of the campaign:

• 🥉 Top 3 Trends on X France
• 👀 558K views on the main post
• ▶️ 114K unique visitors on the live stream
• 🔊 35K mentions of #ROGPGW24
• 🎮 18K participations (11K unique participants, 40% played more than once)
• 🚅 19 levels reached out of 20 (+95% of the target achieved)