Summary: In 2018 LG entered the highly competitive gaming market in the US, launching a high-end range of monitors designed to give players an edge through resolution and refresh rates. For a highly knowledgeable, skeptical and demanding audience, we knew we couldn’t just say “our product is good,” we had to prove it. We launched LG’s Ultragear monitors at Dreamhack Atlanta, giving gamers a space to experience performance credentials first hand. Partnering with e-sports powerhouse Faze Clan we held a battle-royale tournament, pitting professional players against Dreamhack attendees for a chance to win a new monitor.
Role: I led development and execution of comprehensive content strategy around the Ultragear’s launch.
Impact: At one of gaming’s biggest stages, drove thousands of IRL trials and became a hot destination for those who wanted to participate or watch the tournament action. We created long-tail content from the event to drive engagement long after the festival lights shut down and drove over 500,000 organic views on co-created long-form video content.
Credits: Hans Larsen, Clay Sutton, Sully Sullivan
Bringing the gear to Dreamhack Atlanta 2018
Dreamhack is one of the largest, most established gaming and e-sports festivals in the world. With all night BYO-LAN sessions, professional tournaments, and cosplay competitions Dreamhack draws hard-core gamers and casuals alike. It was the perfect place to show off the performance and style of the new Ultagear monitor range. Partnering with E-Sports giants, Faze Clan, we held a live PUBG tournament where festival attendees could take on a team of professional gamers for a chance to go home with a brand new monitor.
Impact: LG was one of the most popular booths at the convention, drawing thousands of visitors to test out their new monitor. PUBG games were live-streamed to Faze’s massive following on Twitch and
Real-time social content strategy
To maximize the impact of an experiential activation, I developed, implemented and coordinated LG’s Dreamhack real-time content strategy. Taking a phased approach, we built built hype before the even with teasers, shared the irl experience with our followers during Dreamhack, and created long-tail social content that kept the excitement going once the festival wrapped.
At Dreamhack I managed senior LG stakeholders, production teams and captured content directly for LG’s global social channels.
Influencer partnerships and collaboration
Working with Faze’s roster of content creators, we partnered with Faze Kay, a gaming influencer with over 9 million subscribers on Youtube. He created unboxing videos and long-form, authentic vlogs that dove into how Ultragear’s tech can help him game at the highest level.
Impact: Kay’s vlog drew over 500,000 views across organic channels and showcased the new Ultragear product in an authetic way on his channel. Using an adaptation strategy, we created cutdown versions of the video to run on LG’s paid channels.