Background
U Cypher, is India’s first of its kind multi-game multi-platform e-sports championship. Structured as a league with 6 teams and 84 players. The battle arena consists four games, Counter Strike: GO and DOTA 2 on PC, Tekken 7 on PS4 and Real Cricket 2017 on mobile.
Opportunity
U Cypher community was largely made up of gamers & enthusiasts, largely millennials 15 - 23 who formed the core
Insight
Instagram is the platform of choice for the millennial audience when it comes to thumb stopping consumption & multiple formats to choose from with over 61% of instagram audience concentrated between ages 15 - 24 compared to Facebook which is 40%
Approach
Crafting engagements that are not brand out but that truly stimulate the audience. Enable brand interaction that’s not dissonant creating real value.
Instagram Stories, as a feature that allowed stacking multiple moments showcased as a slideshow format. This specific feature was exploited to reimagine the existing Instagram ecosystem and create an interesting engagement using Tekken, one of the most popular games from the E-sports world.
Tekken ecosystem has two characters fighting each other and the fight sequence was dissected into multiple moments to create a seamless story that users could engage with. Tekken inspired Instagram innovation instafight relived the frame by frame breakdown of the finale match to summarise all the action in one innovation engagement contextual to the millennial universe.
relevant engagement
Results
90% of engaged users were millennials
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Instafight Engagement
134K
Organic Game Plays