DreamHack Showcasing eSports as a Mainstream Event a case study

CHALLENGE

International gaming event DreamHack was coming to the South’s tech capital, and show organizers wanted to continue building the brand by positioning the event as the world’s largest of its kind and the first-ever in Atlanta.

OUR THINKING

The team advised event organizers to frame DreamHack as much a sporting event as a digital festival.

OUR ACTION

The team guided DreamHack on an integrated marketing communications program that raised visibility among the gamer community and penetrated the general audience. Event messaging was delivered through new materials, aggressive media outreach and social community management. Along the way, the team advised on ideal local partners and influencers.

RESULTS

The event received broad local and region coverage in print, radio and television, as well as exceed its targeted attendance goal.