Case Study - ASUS ROG #ROGXmasDrop

→ Context

In December, ASUS ROG set out to boost engagement and grow its followers on its X profile. Once again, ROG turned to Play the Game for this initiative, a challenge we were excited to take on.

→ Proposal

For the challenge ROG set for us, we proposed creating a battle pass and becoming Santa’s helpers, giving away ROG Zephyrus G14 laptops through six giveaways on X held between December 10 and 23. One key step was to follow ROG’s profile and tag a friend with the hashtag #ROGXmasDrop.

We needed six content creators with a strong presence on X, but we also aimed to reach a broader audience. Our challenge was to go beyond gaming and find creators from other sectors. In the end, we found the perfect fit: Aroyitt, Karchez, Manute, and Noni from the gaming world; Marina Rivers from lifestyle; and Víctor Abad from Formula 1. They were in charge of hosting the giveaway on their X profiles and promoting it on both X and Instagram Stories.

But we didn’t want all the giveaways to be the same, so we decided to add an extra to each one—a bonus gift related to each creator’s community. This way, not only did we have more winners, but we also engaged the communities even more. In the end, alongside the laptops, we gave away Minecraft games, gaming headsets, a Formula 1 circuit experience, and more, totaling 18 winners.

To drive more visibility and participation, we boosted the giveaways with Instagram Stories.

→ Value

At Play the Game, we took the lead on the entire operation, from strategic planning to managing the giveaways (covering purchasing, coordination, legal, and logistical aspects). But for us, it was crucial not to just run another giveaway and scratch the surface. We aimed to add unique value to each mini action with the creators. Of course, we also handled coordination with the brand, optimization, and provided reporting and performance analysis to measure the results.

→ Results

The giveaways performed exceptionally, generating nearly a million impressions across all creator content. Additionally, around 9,000 people participated, and we even got #ROGXmasDrop to trend.

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