Objective
Takealot.com wanted to drive sales of their peripherals, as it is a high-margin category with a lot of competition.
Takealot.com – PUBG Battle Royale
Problem
This is a category that is difficult to sell through online retail as buyers prefer to handle the product first or at least get recommendations from people and influencers they trust.
Solution
Takealot.com sponsored a Player Unknown’s Battleground (PUBG) league which took place on every Monday night from 12 March – 9 April, where a number of professional gamers, key opinion leaders and influencers participated in the gameplay and shared their experience on their active social media channels – all while discussing which peripherals (keyboards, headsets etc) they were using.
We also invited some casual gaming influencers (musicians/comedians etc) to play at Orena Gaming Lounge in JHB on some of the latest tech and high-end peripherals and to explain to their followers what a difference good gear made to their performance.
The Orena™ Facebook and Twitter profiles were utilised to implement paid media to support the PUBG tournament. The Orena™ mission is to provide Africans with an additional platform to play games at a professional level while growing the local gaming industry as a whole. Content was promoted on a regular basis to ensure that the PUBG tournament reached as many people as possible, while aiming for high levels of engagement.
Content pieces that were promoted included: Tournament announcements, influencer announcement and previews, tournament reminders, releasing results, PUBG training with Luca (esports pro), player card previews, game stats
Each week the PUBG SA community voted for the custom game modes they would like to play alongside the influencers and the most popular was played on the Monday night.
Winners of each round took home KFC vouchers to materialise their chicken dinner wins, but the overall league winners took home a Steelseries M750 Mechanical gaming keyboard (R3299) for first place, a Steelseries Arctis 5 headset (R2099) for second place and the third place winner received a Steelseries Rival 310 gaming mouse (R1299)
Full capacity (with a cap of 600 players) was reached within hours of the Tournament entry being launched with a cap of 600 players. This was the biggest PUBG tournament in South African history, with 1300 mentions and 1134425 impressions.