The Crux,
Season 1
A Proof of Concept with Over 100 Competitors
+150 sign ups
+70% cross category retention
+80% CTR
Doing what's never been done
Brands across the online space are always trying to attract in-market users to their side of the internet. Through various advertisements, campaigns, guest spots, and contests, ROI on low cost of acquisition industries have always found it difficult to prove value of online spend. Organizations like Gleam.io have been simplifying the click-through experience through their contest platform, but these users are in & out like a fast food burger joint. All the while, brands are relying on passing viewability to attract user’s attention.
With the concept of the CRUX, a deeply engaging user experience spanning several weeks across several platforms, we’ve been able to not only keep the user’s attention, but drive them deeper into the funnel. Instead of focusing on brand visibility during live content, we were able to push users into a sequential web hub, where engagement remained high. We then pushed them further to other channels including social platforms.
Going from a nobody to a known body
Not only were we able to push the concept of driving user engagement deeper into the funnel, in doing so we established OMWProductions as a known entity within the Warframe Community. Creating strong relationships with several content creators, those who would eventually join to consult on the second season of the CRUX, we were able to make a name for ourselves.
This would lead to the eventual attendance of Digital Extreme’s annual convention TennoCon, where alongside several of the content creators we connected with through the event, we would deepen OMWProduction’s relationships as a cornerstone within this gaming community.
Achieving growth aligned with the long term strategy
With the expansion of broadcasting capabilities in Season 2 of “The CRUX” we were able to hit our desired growth goals within the first week. Going from a little over 100 user sign ups to almost 500 between Season 1 and Over the 5 weeks of the event, we were able to see substantial growth in all sectors. With users increasing to over 150 uniques before the end of the event. A large group of these users competed through the whole 5 weeks. Daily viewership numbers increase by over 300% from beginning to the end of Season 1. We even witness that over 70% of viewership retained when switching categories, an experience unique to this event as discussed with other content creators. This showed that users are strongly connected with the event itself over the game that is currently being broadcasted. All this growth paved the way for an even more successful Season 2.
WE'VE WORKED WITH
