Published: 2019-03-01 · Client Stories · Ricky Bandelin
Blue Meta collaborated with The Gaming Stadium and Vancouver Street Battle to launch The Pinnacle, the biggest local Esports event in BC history. We needed to build awareness and hype to get both gamers and spectators pre-registered for the event, which drew professional gamers from Alberta and Washington state.
The digital team knew that — similar to the Olympics — it was important to remember that Esports was the 'banner' under which individual games were the real events. How you attract competitive players in League of Legends is fundamentally different from how you attract fans of fighting games. Each audience needed their own tailored approach.
Once the digital team at Blue Meta had identified each audience per individual game, we got down to business creating tailored campaigns based on the different interests of each audience. Through continuous A/B testing, we were able to build significant buzz through social sharing and tagging. Prize giveaways and a tiered system of pricing were created and launched to incentivize community participation.
The entire campaign achieved ROI in the first 24 hours. Between 12 ads, six audiences, and multiple rounds of A/B testing, Blue Meta's digital team was able to encourage significantly strong engagement. With those high engagement levels, we then brought the total CPM down to $4.38 — much lower than current industry standards.