React to Survive for ASUS ROG ︎

The Background 

To highlight the 360Hz refresh rate of the ASUS ROG Strix SCAR 17 laptop, we compared real-life close calls with quick reaction times in gaming.

The Activation

The first step was to mix real-life footage of split-second decisions with some adrenaline-inducing gaming moments. We produced 12 videos in a variety of formats, all set to a bespoke soundtrack by HattiVatii, a musician featured in Cyberpunk 2077.

We then asked some of our favourite Twitch streamers (twenty-eight of them, to be exact) to take on the #ROGReactToSurvive challenge. To add to the fun, we created a custom Twitch extension that counted and clipped all close calls with the help of each creators’ chat.

All creators also got a surprise bundle, featuring a screen-printed and ethically made campaign t-shirt.

All of the above led to a landing page︎︎︎, featuring a reaction speed test in the form of a mini-game. The landing page was also a source of information on the ROG Strix SCAR 17, together with a React To Survive stream schedule, Twitch widget guide and a downloadable Twitch overlay.

Players who wanted to get their hands on a ROG Strix SCAR 17 could share their gaming close calls on Twitter using the #ROGReactToSurvive︎︎︎ hashtag. Best submissions were judged by our esteemed judging panel: OnScreen, GeekyCassie, Zoe Dels and Bateson87.

The campaign received 1,300,000 views and 6,000,000 impressions, and was shortlisted for Integrated Content Campaign of the Year at UK Content Awards and Best Audience Engagement Campaign at UK Social Media Awards.

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