design digital advertising

Esports Awards

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brand/web development

The Esports Awards is a global, annual awards for the industry which launched in 2016. Following an underwhelming launch campaign, the Esports Awards approached us to take over their brand, marketing activity and digital platform.

After digging down into the audience’s demographics, it became evident that it was essential to deliver an unsurpassable second screen experience. Gamers will engage through a desktop platform - whether it be whilst they’re gaming or watching broadcasts and simultaneously fall back to their smartphone/tablet to interact with social and 3rd parties.

With this in mind, we adopted a ‘mobile-first’ approach for the vast majority of the site (including nomination/voting processes). It is now incredibly easy for the audience to engage with the Esports Awards. Nominating/voting takes under 30 seconds (while still allowing data capture to take place). We’ve also devised and integrated a bespoke social sharing solution which allows converted traffic to easily shout about their nomination or vote, leading to huge organic growth amongst other fans of the finalists.

Web traffic spikes have been managed by an elasticated AWS cloud solution, while a CDN ensured content remained accessible at all times.

To market the awards, we created, implemented and managed a strategic exposure campaign to run alongside the build up to the awards, including key milestones such as coinciding with a twitch broadcast to annouce the chosen esports finalists. The campaign included promotion across all relevant social channels, as well as online paid activity across Twitter, Reddit, Facebook and Gmail which targeted users with pertinent interests to popular esports titles, players, casters and hardware providers. The online paid campaigns also utilised sophisticated lookalike audiences, to target users similar to those who had completed key actions, e.g. A vote submission. Remarketing campaigns sat below the top-level activity to minimise wastage and maximise ROI.

As part of the strategy, we also created social packs for each of the finalists. The social packs enabled the finalists to brand their social profiles with ‘EIA finalist’ messaging and voting call-to-actions which leveraged the finalists’ value as influencers.

The results have been staggering:

2016
Live viewers:
85k +
Content views:
10k +
Trending:
London
Engagement generated:
£30k
Community votes:
7k
Unique database:
7k
Direct impressions:
15m +
Website visits:
5k +
2017
Live viewers:
400k +
Content views:
5m +
Trending:
London & LA
Engagement generated:
£300k
Community votes:
780k
Unique database:
110k
Direct impressions:
25m +
Website visits:
500k +
2018
Live viewers:
11m +
Content views:
10m +
Trending:
Worldwide
Engagement generated:
£11m
Community votes:
3.3m
Unique database:
335k
Direct impressions:
40m +
Website visits:
1m +

We have been delighted with Sizzle’s strategy, execution and ongoing support for both the development of the NOWTV Esports Industry Awards 2017 website and the accompanying marketing exposure campaign.
Conversions are up a huge 3742% (to date) on last year with over a quarter of a million votes placed so far.

Tom Mercey - EIA Director and Co-Founder