COLIZEUM
Global esports arena network
Role: Head of SMM, marketer
Key metrics
Period and breakdown of VK, promos and purchases — in the COLIZEUM presentation, p. 2, 4 and 9–12. Original project report (Russian)
About the project
Coordinated SMM of the global network, organized coverage of major tournaments (CS2), and worked with influencers and ambassadors.
What did you come with?
A network of 400 eSports arenas around the world and dozens of regional VK communities, which before that each lived its own life. The content in them was published locally, there was no single calendar and no general design rules, so the reach of the main community and the reach of the network were considered as two unrelated quantities.
Problem
Collect disparate communities into one system, bring network reach to a level that is of interest to partner brands, and turn social network traffic into a measurable action in arenas: check, review, app installation.
How it was done
Brought the network of communities into one outline
For 01/01–12/14/2023, all VK communities gave 82,362,174 post reach, 1,241,499 likes, 756,958 comments and 139,866 reposts with an ER of 2.6%. This is the total reach of publications, not the number of unique people. The main community within this circuit gained over 20,000 new followers and 13,462,420 post reach.
Launched a partnership promotion with ROG Energy
Promo codes were placed on CYBERWATER energy drinks, chocolates and mushrooms and were activated in the arenas. The result is 442,000 activations. The prize fund was collected from the partner's hardware: 7 Sony PlayStation 5, 5 ROG-STRIX-RTX3060 video cards, 37 ASUS TUF H3 headphones, 35 ASUS TUF Gaming K7 keyboards, 30 ASUS TUF M3 mice, as well as monitors, motherboards, chairs and network merchandise.
Held the largest Non-Pro CS2 championship
From October 30 to November 26, more than 1,000 teams played in 400 arenas, with two reaching the grand final. Promotion of the tournament generated more than 1,200,000 impressions to the target audience, more than 1,000,000 video views and more than 5,000 likes and reposts.
Raised the YouTube channel “Colizeum” without paid traffic
A battle platform where streamers, esports players and arena visitors compete in several disciplines at once. The channel has grown to 4,563 subscribers, 69,200 unique viewers and 98,300 views. A competition for ASUS ROG peripherals gained 1,600 subscribers on the first day and increased initial views tenfold.
Brought celebrities into the frame and took the content into advertising
Recrent, Dosia, BOOMbl4, SQWOZ BAB, Big Russian Boss, Warpath, Eric Davidich, SHISP and STR starred in six videos of the channel. More than 200 photographs remained from the shooting, which were then used for targeted advertising and promotional materials. The accompanying contest generated 572,892 reach, 3,906 likes, 1,153 shares and 589 comments.
Linked the summer promotion to the cash register and app
Booster became the “Hot Summer” ambassador, and Dosia and Boombl4 were added to him. In two months, the campaign generated more than 17,000 receipts, which is 110% more than the same period last year, with 5 million unique reach. More than 4,000 new users of the mobile application used a unique promotional code.
Collected reviews on Yandex Maps through a competition
The visitor left a review and posted a screenshot under the competition post. The most creative ones were selected by hand, the rest were connected through a randomizer, so that not only the authors of successful formulations had a chance. 1,100 reviews were collected across the entire network of arenas.
Why this way and not otherwise
The YouTube channel was promoted using organic promotion and media resources of the network itself, without paid traffic. The arena network is a ready-made media platform with its own audience reach, and testing it as a distribution channel was cheaper than immediately paying for views.
In the review competition, the randomizer was placed next to manual selection on purpose. A pure selection “for creativity” cuts off an ordinary visitor who wrote an honest short review, and it is precisely such reviews that the card on Maps needs.
Channels and tools
What has been done
- 01ROG x COLIZEUM is the largest Non-Pro CS2 championship: 1000+ teams from 400 arenas, 1.2M+ impressions in the target audience, 1M+ video views
- 02442,000 promotional code activations in collaboration with ROG Energy
- 03Ambassadors: Booster, Dosia, Boombl4, Recrent, Big Russian Boss, Erik Davidich
- 04Instagram: 4.36 million reach of all posts, more than 150 Reels for 01/01–11/28/2023
- 05“Hot Summer” - more than 17,000 receipts in 2 months (+110% year-on-year), 5 million unique reach
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