#OurTimeIsNow with SCUF Gaming
SCUF controllers are the official controller of Major League Gaming (MLG), and are used by the players at the annual Call of Duty World Championships . For 2017's COD Champs, SCUF wanted to invite fans and players alike to share an empowering narrative. #OurTimeIsNow was adopted because it applies to the pro's efforts to take the title, as well as the rise of esports as a legitimate sport, and not least of which the validation of "gamers" as more than just a geeky sub-culture. The goal if this message was to encourage fans to engage with the story, and in so doing, engage with the SCUF brand.
The Pros
The first step in creating this engagement was to tease this story from the Pro Gamer's perspective, and to treat esports professionals as any other sporting professional. A shoot was scheduled, which I art directed, with many of the top teams in the MLG. These photographs where then transformed into social assets for Twitter, Instagram, and Snapchat and seeded to our community of followers, as well as the team's followers.
The Event
While we continued to tease these player assets, we continued the story while live tweeting the event itself. Through the hashtag we were able to continue to generate buzz around the even, and support the teams live as they progressed through it.
The Fans
While the Pro's story was being spread, we needed a way for the fans to interact with it. I created a stand alone banner that mimicked the format of the Snapchat assets used for the Pros. We encouraged people at the COD Champs event to take their picture in front of this banner, and share it on twitter using our hashtag, by offering a free controller to one lucky fan. I created a second banner to share how to enter.
The Results
Legions of fans lent their faces and their voices to engage with #OurTimeIsNow, and SCUF gaming. Over the 4 days we promoted the event, the hashtag was used over 3,000 times and SCUF's organic impressions rose 98.9% to a staggering 7,028,826!
