React to Survive for ASUS ROG
| integrated campaign

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 first step was to mix real-life footage of split-second decisions with some adrenaline-inducing gaming moments. We produced 12 videos in different 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 was shortlisted for Integrated Content Campaign of the Year at UK Content Awards and Best Audience Engagement Campaign at UK Social Media Awards