Establishment of Geizhals as a new player in gaming & eSports.
Challenge
Geizhals turned to NOW Serviceplan with the declared aim of becoming the No. 1 point of contact for gaming and eSports hardware in Austria. The task was to find out how Geizhals could gain a foothold in the gaming & eSports sector, how it could present itself to the target group and how it could position itself credibly as such.
The challenge was to create REAL and above all credible added value for the community in order to be perceived by them as a relevant partner and player in gaming & eSports.
Offering real added value as a partner of the A1 eSports League Austria
Solution
The A1 eSports League Austria was quickly found as a suitable partner and platform to gain a foothold in the gaming and eSports sector. As part of the A1 Austrian eSports Festival, a pilot activation was conceived with which Geizhals presented itself to the gaming & eSports community for the first time.
With the aim of creating real and credible added value for the A1 eSports League community, Geizhals addressed the relevant topic of "customization" in the gaming sector. In the "Geizhals PC Forge", visitors to the festival were able to virtually assemble their individual dream PC using the Geizhals wish list, submit it and, with a bit of luck, win it. In addition, the Geizhals PC blacksmith tinkered with his own gaming PC in the PC Forge and gave visitors tips and tricks for assembling gaming PCs themselves.
In this way, the community got to know Geizhals as a search and comparison platform in a playful and native way.
The activation was extended through digital placements by Geizhals via the A1 eSports League stream and social media. For example, a content piece in which the A1 influencer assembled the winning PC was produced and broadcast on Instagram, TikTok and YouTube.
Key Facts
"Through the cooperation with the A1 eSports League Austria, we were able to position Geizhals as a credible player in the gaming & eSports sector. Above all, the creation of real added value for the community was once again the key to success."
Senior Partnership & Activation Manager
NOW Serviceplan
Key Takeaways
#1
Brand partnerships offer unique access to relevant communities.
#2
Added value and relevance as a partner create acceptance within the target group.
#3
Playful approaches encourage the target group to engage with products and services.
