Can esports & gaming be used as a recruitment strategy to connect with an unreachable technical target audience? Yes, that’s possible!
As a corporate brand, how do you connect with a hard-to-find and critical target audience? An audience you desperately need: the Beta-students (Science, Technology, Engineering & Mathematics). Deloitte approached Sports Cloud with this challenge, and as an solution, we developed a campaign with Deloitte in which the words & "journey", "experience" and, of course, "gaming" had to be highlighted.
We developed "The Masterplan", a new digital world where engineering students could get their gaming hearts pumping and test themselves in knowledge, insight and agility. In an "open world" developed especially for this campaign, students walked around with their chosen avatar where they then had to successfully complete 3 games. Games that were carefully tailored to the interests of this target group. As many as 2,370 young participants completed the challenge. An added incentive offered, was that professional gaming gear was at stake for each level.
From all students who had successfully completed the three games, four finalists emerged. They were given two weeks to put together their best team for the grand final in Rotterdam, The Netherlands. In a customised venue, they competed against each other in a high-end gaming tournament. An experience for most, like no other, which will never be forgotten. The teams fought it out for all they were worth, but in the end only one can be the best. The winning team not only took home the trophy and the honor, but also secured a trip to London...The birthplace of Deloitte.
average time spend on platform
1 in 3 sees Deloitte as a new employer
The Masterplan is a total mix of different digital marketing elements that interact perfectly. Two goals were clear:
We created a new digital world where engineering students were challenged on their knowledge, insight and agility. In an "open world" developed especially for this campaign, students could walk around with their avatars where they had to complete various challenges in order to participate in the finals.
2.370 high-quality leads were delivered to Deloitte. This while a 'war-of-talent' is going on and technical students in particular, are flooded with organisations that approach them in a traditional and labor-intensive way.
Do you want more information about this Deloitte case, creative activations and enrichment of your database? Feel free to contact Sion de Jong.
Director Business & Strategy