Launch video
"We want YOU to join Team Ares!"
The video that opened the challenge — free PC, $1,000, and the sponsor's product on screen from the first frame.
The problem
Every esports org runs tryouts, and every tryout produces weeks of content — applications, live reviews, montages, the reveal — that usually goes out unsponsored. NXT LVL Gamer Shots wanted reach with a young gaming audience and a way to get product into hands, not just onto screens.
What I did
I packaged the tryout as a campaign and sold it. NXT LVL became the presenting sponsor: they paid for the event, funded the $1,000 cash prize and the gaming PC, and shipped more than 25 product packages to contestants so the product showed up in the contestants' own videos, not just ours. On our side I designed the challenge format, directed the creative (the launch video, the recruitment Shorts, leaderboard badges for the top 1, 5, 20, 50 and 100, and the "Claim the Throne" tagline that became the 2022 brand and collection), and ran delivery across live streams, YouTube, TikTok and Shorts over several weeks.
The outcome
The recruitment Short "I Bought Team Ares!" reached 6.9 million views and a second Short reached 1.9 million. The launch video did 39,000 views on the main channel, the winner reveal closed the loop, and the sponsor's product reached 25+ creators' audiences on top of ours. "Claim the Throne" went on to name the 2022 Team Ares collection and headline the 2022 brand revamp.
BrandThe tagline became the identity
Merch…and the 2022 collectionQuestions about the campaign
What was the #ClaimTheThrone recruitment challenge?
#ClaimTheThrone was Team Ares' 2022 open recruitment challenge: a multi-week event where anyone could compete to join the team, wrapped in live streams, YouTube videos, TikToks and Shorts, with a $1,000 cash prize and a gaming PC for the winner.
Who sponsored #ClaimTheThrone?
NXT LVL Gamer Shots was the presenting sponsor. NXT LVL paid for the campaign, funded the $1,000 + gaming PC prize, and shipped more than 25 product packages to contestants. Garrett Leake sold and managed the sponsorship.
How well did the campaign perform?
The recruitment Short "I Bought Team Ares!" reached 6.9 million views, a companion Short reached 1.9 million, and the launch video "We want YOU to join Team Ares! (Free PC & $1000)" reached 39,000 views on the main channel.