IOGEAR
STORY & GOAL
IOGEAR manufactures innovative, high-performance, and reliable products to help users connect to complex and sophisticated technology for their home or business.
Through their 2020 partnership with Kings Guard Gaming, the official NBA 2K affiliate esports team of the Sacramento Kings, IOGEAR aimed to drive brand awareness through organic storytelling efforts that effectively showcased their product portfolio.
THE SOLUTION
To effectively connect with their fan base and showcase IOGEAR products, Kings Guard Gaming sought to spark authentic engagement through unique content and storytelling pieces across various channels.
1. Product unboxing videos with the Kings Guard Gaming team. The players, led by their highest performing teammate, were filmed as they opened and reacted to multiple IOGEAR products, conveying their thoughts and interest in the items. This video was then shared across all social media platforms.
2. Behind-the-scenes looks at the team’s streaming set up and products. Through videos and photos, the Kings Guard Gaming team was able to show real life application and effective use of IOGEAR products while giving fans a unique perspective into the Kings Guard Gaming’s competition set up.
3. Enter-to-win opportunities with product giveaways. Kings Guard Gaming integrated IOGEAR into existing sweepstakes, securing new leads and driving increased sales that were substantially greater than those that IOGEAR had generated through promotions that were not affiliated with the team.
THE SUCCESS
This promotion, which ran during the 2020 NBA 2K League Season, successfully integrated IOGEAR products in real time into unique social media content and co-branded promotions. Specifically, the partnership drove the following:
876K
Total Impressions
109K
Total Video Views
27.5K
Total Engagements
25%
of Sweepstakes Entrants Converted to IOGEAR Customers
PROMOTIONAL STRATEGY
To elevate brand awareness while promoting IOGEAR as the leader of technology products in the esports space, Kings Guard Gaming implemented the following strategies:
PRESS RELEASE ANNOUNCING PARTNERSHIP
Released a statement describing plans for collaboration during the season.
SERIES OF SOCIAL MEDIA POSTS ON TWITTER, FACEBOOK AND INSTAGRAM INCLUDING:
- Series highlighting IOGEAR products
- Organic storytelling content
- Promotion of sweepstakes
Leveraged the increasing momentum and growth of the NBA 2K League to include the IOGEAR & Kaliber Gaming brand within the in-game signage, in which NBA 2K League games were featured on ESPN, YouTube, and Twitch.