The Hybrid Marketing Concept® in practice with Orange
In the year’s strategy we elaborated for Orange Spain in its eSports sponsorship plan, we wanted to include an online campaign. During some days prior to Madrid Games Week, one of the most popular and top gaming events in Spain, the team that is working for Orange in SevenMila created an online game focused on the main target of the telecom brand: League of Legends community. LOL is one of the most played games in eSports in the country and thus it is the niche of opportunity for the brand.
We’ve seen in past events where we worked together with Orange, such as Gamergy or Barcelona Games World that some of the activations prepared the events, could also have a great impact if they would be set up online. The example is the game League of Questions. It is a game similar to the classic trivial in which users have to answer 10 multiple choice questions related to League of Legends. It had a big success in the past event we worked for Orange. And in order to increase and optimize the Orange eSport sponsorship with LVP we’ve took the game to social media.
And that is the moment when de Hybrid Marketing Concept® is applied. The game was not only the virtual game. The best two Youtubers of League of Legends in Spain, RevenantLOL and CooLife promoted an online campaign to engage with their massive audience around the game. Moreover RevenantLOL and CooLife were part of the Orange’s activities during the event with an off-line exclusive experience in the Orange stand in Madrid Games Week. Both RevenantLOL and CooLife came to the Orange stand to play 1 vs 1 in League of Legend games with their fans and followers. People attending the event had the opportunity to meet, talk, learn and enjoy with two of the most well-known influencers of the scene. So we completed the on & off activation from the Hybrid Marketing Concept®.
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