Intel Extreme Masters is the most prestigious and oldest global professional esports tournament, organized since 2006. It takes place in various cities across the world, including in Katowice, which was where the grand final of the 2020 edition was held, accompanied by the IEM EXPO fair. In 2020 it was our fifth time when we participated in the event with our client – Acer.
We organized the 2020 edition of IEM for the third time in partnership with Acer EMEA (the previous two editions – with Acer Polska). It was to be a special event – instead of a live video coverage, streamed on social media, the final stage of the Trophy Tour was to take place in the Spodek complex, filled to the brim with an audience. Given the fact that Predator was one of the sponsors of the Intel Extreme Masters event in Katowice, we had the original trophy – which traveled across Europe for six months – to be exhibited first in a shopping mall in Katowice and then during the event in Spodek. Esports fans could take a photo with the legendary trophy, which featured the names of all IEM winners. They also had a chance to get their eyes and hands on the latest Predator gear, and take a look at a social platform for gamers – Planet9.gg. Another highlight of the event was the cosplay show featuring Predator Tribe costumes, designed at our request and based on our ideas.
Despite the growing uncertainty due to the developing pandemic, we remained 100% ready to host dozens of thousands of visitors up to one day before the scheduled IEM event. Later in the afternoon of the same day we found out that Intel Extreme Masters would be held without the audience and without the EXPO event. A new challenge appeared – how to make use of what we had already arranged for so far?
The challenges placed before our agency remained the same, regardless of the closing of the stand and the EXPO event being canceled:
- to produce video content,
- to use the potential of our collaboration with IEM to the fullest on social media,
- to showcase the new Predator gear and the Planet9.gg platform.
We still kept the goals arranged with the client for the event in the back of our minds. We wanted to achieve them despite the sudden change of the circumstances. Since we had no access to our own stands due to safety concerns, we had to find venues where it was possible to carry on with the original plan of action. We chose a few places outside the Spodek complex – the Guido mine, the urban spaces of the Katowice Metropolitan Area, a photographic studio, and a nightclub. This is where we shot our feature and product videos, did photo sessions, and designed the content for social media.
The effects exceeded the client’s wildest expectations. Not only did we “save” the project as virtually the only company that planned to be present at IEM 2020, but we also managed to surpass the figures set for the reach and engagement categories. The results were better than in 2019, mainly thanks to the involvement of influencers and Acer’s ambassador, whose presence significantly boosted the reach. The intense promotional campaign run on YouTube turned out to be a huge success as well.