The Overview
The gaming lifestyle brand Razer wanted to raise awareness and build interest in its brand as the official esports partner of the Southeast Asian (SEA) Games 2019, the first esports-medaled international event.
The Strategy and Execution
The agency served as the press office of Razer in the country, engaging relevant media, KOLs and communities to communicate to the Philippine public regarding the role of the company in the milestone of the first esports-medaled international event.
Green Bulb organized a media briefing in 2018 which gathered tech and sports journalists, influencers and gaming communities to announce this landmark event.
Leading up to and during the 30th Philippines’ hosting of the 30th edition of the SEA Games, Green Bulb continued to liaise with media to continue driving greater awareness and interest. During the SEA Games, Green Bulb arranged the press briefings and exclusive interviews, and distributed materials that enabled Razer to continue to be visible across coverages regarding the esports competition. The agency also provided media assistance to the Philippine Southeast Asian games Organizing Committee (PHISGOC) and the ASEAN esports federations throughout the event.
After the successful introduction of esports as a medaled event at the biennial regional multi-sport competition, Green Bulb continued to support Razer to announce the first SEA Invitational 2020 tournament, which was aimed at preparing the region’s athletes and federations for esports inclusion at the 31st SEA Games in Vietnam.
Results
PRE-SEA GAMES
Green Bulb was able to gather 66 tech and sports journalists from 55 different media outfits and 7 influencers from 6 gaming communities. This yielded 71 media pickups across print, broadcast, and online, and over 170 social media posts across Facebook, Twitter and YouTube.
This led to 9.05 Million estimated social media reach, and over 100K reaction, comments and shares
THROUGHOUT SEA GAMES
Green Bulb garnered close to 100 media pickups across print, broadcast and online, with over 130,000 social media posts across Facebook, Twitter and YouTube. These led to 24.8 B estimated social media reach, and over 210K reactions, comments and shares across all the posts.
