FH25 - Logitech Gaming Marathon

The challenge

Logitech launched its gamer-focused brand, the Logitech G-Series, in 2013, one of its flagship products was the Logitech G602 gaming mouse. The biggest advantage of the product was its outstanding durability: wirelessly, it had up to 250 hours of gaming time on a single charge.The question was how to make this technical advantage not only understandable for gamers, but also exciting and authentic. In addition, it had to gain attention at a time when the market was also heavily themed with the release of PlayStation 4 and Xbox One.

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The solution - we tested the product live

Our answer was simple and strong: let's measure the endurance of a machine and a person. Thus, the Logitech Gaming Marathon and PlayIt Warmup were born, which we linked to PlayIt and organized as its introductory show. The central element of the campaign was a multi-hour gaming stream, where two young gamers undertook to play continuously for long hours while the audience could follow live: whether the player or the mouse needed to be “charged” first. This was complemented by the PlayIT Warmup Stream, where influencers alternated for 12 hours - this was one of the earliest influencer challenge solutions on the domestic market.The campaign consisted of press communication, social media activity, on-site presence and event management into a single, well-lived brand experience.

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The result - community attention, engagement, strong visibility

The launch campaign reached more than 100,000 Facebook users. Marathon and Warmup together attracted 15 thousand viewers during the campaign period, the total viewing time reached 40 thousand minutes, and the streams received 9450 comments. Together with media partners, we obtained more than 15 appearances in the press, and the total publication value exceeded HUF 4,5 million.

The Logitech Gaming Marathon is still a good example for us today that communication is strongest when a brand promise becomes an experience - one that audiences not only understand, but also want to see through.

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