Hyperplay
Riot Games X MTV
The first of its kind, Hyperplay is ASEAN’s inaugural Esports Music Festival. The idea here is to mesh the both - using music as a draw to immerse people in the world of esports, specifically the multiplayer online battle arena video game, League of Legends. However, the psychographics of the fans behind these two communities are very different. The challenge here is to ensure that this is will be an event that everyone will look forward to, without compromising the essence of each community.
By positioning it Festival First, League of Legends Second - we want to celebrate the best of both music and esports with Hyperplay. Since this event is unprecedented in so many ways, we came up with the overarching tagline: #WitnessHistoryAtPlay, to play to Singaporeans' fear of missing out. This is one "First Ever" event they wouldn't want to miss. #WitnessHistoryAtPlay thus serves as the driving tagline that builds on the narrative and every idea/content is conceptualized around it.
By positioning it Festival First, League of Legends Second - we want to celebrate the best of both music and esports with Hyperplay. Since this event is unprecedented in so many ways, we came up with the overarching tagline: #WitnessHistoryAtPlay, to play to Singaporeans' fear of missing out. This is one "First Ever" event they wouldn't want to miss. #WitnessHistoryAtPlay thus serves as the driving tagline that builds on the narrative and every idea/content is conceptualized around it.
Content
With the music artistes that MTV provided, we had to generate interest amongst some of the lesser known acts around the region. On top of that, we also took on an aesthetic approach towards branding the esports content, something that is rare in the esports industry.
#HyperplayRapUp
#HyperplayRapUp: We also created a series of video content, aptly named “Hyperplay Rap Up” as we merge the best of both music and esports. These videos cover the happenings of each aspect of LoL, with a rapper narrating to give it a flavour of hype. We wanted to enable esports to look cool to the masses and we did that through this series.
SGAG vs NOC: Influencer Showdown
We understand what makes esports such an exciting spectator sport. The competitiveness, the rivalry, the trash talking, the entertainment and above all else, the love of the game. The catch though is that most people we want to target do not possess that deep love for the game. With that understanding, we pit two of Singapore’s most popular content creators in an LoL showdown. The idea of having an influencer showdown is to bring all of the aforementioned to the masses. We want to emulate the intensity of an esports showdown yet also use personalities that most people are accustomed to watching, to front the entertainment aspect:
1. The personalities serve as a hook for people to watch - when do you ever get to see a showdown of epic proportions such as an SGAG vs NOC rivalry?
2. We are able to educate and show the masses through these influencers, what esports is all about and how esports athletes are just like your traditional sport athletes.
2. We are able to educate and show the masses through these influencers, what esports is all about and how esports athletes are just like your traditional sport athletes.
Event Turnout
Filling out Singapore Indoor Stadium, it is also the first time an esports event of such scale has been organized. The event was a roaring success as music acts accompanied each intense round of esports, bringing the suspense and excitement levels through the roof. Through its inaugural launch, Hyperplay has effectively become an attractive brand property for sponsors to come on board due to the endless possibilities in content creation and brand leverage.
