MAXIMALLY ENGAGING AUDIENCE AT THE START OF SALES


Objective:
Launch the new HyperX Fury DDR4 RGB memory
Challenge:
HyperX's new DDR was launching in a new design (radiators) while preserving technical features of the older generation, which meant higher level of competition in the category.
Solution:
We wanted to ensure maximal engagement from potential buyers and educate the audience on stronger characteristics of the new product. We created an interactive quest, using popular tech bloggers. We hid 4 letters of the password in videos published by 4 influencers, and the participants had to spot it during a 20-second appearance. Each video contained a link directing users to the next video for the next hint. Combining integrations of the product announcement and the quest was positively evaluated by the audience. Having guessed the password, they had to fill in a special form on a landing page containing product information. By gamifying the product announcement, we enabled the audience learn more about the new DDR, hear recommendations from the influential bloggers and order the product online. We were able to track conversions on the landing page and collect visitor information for remarketing purposes.
Result:
4,143
QUEST PARTICIPANTS
570,000
AGGREGATED VIDEO VIEWS
8,520
UNIQUE VISITORS ON THE LANDING PAGE
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