Staff Reporters
Jan 26, 2022

HP gifts gamers with NFTs on their 18th birthdays

Because under-18s are now limited to three hours of gaming a week in China, leveling up to 18 is a big deal. HP's Omen brand, working with Wieden Kennedy Shanghai, welcomed 575 young people to 'gamerhood' with digital gifts.

HP gifts gamers with NFTs on their 18th birthdays

Last year, China implemented rules that limit people under 18 to three hours of video games a week (see "How will marketers adapt to China's video-game restrictions for kids?"). This makes the 18th birthday into a cause for real celebration for gamers.

With Wieden Kennedy Shanghai, HP's gaming-hardware brand Omen decided to use the entrance into 'gamerhood' as a promotional event.

The team created a gorgeous 24-second animation showing a 17-year-old unlocking the achievement of turning 18. The animation was created by Strange Beast and London-based artist, Joe Melhuish.

Each frame of the animation, 575 in all, became an NFT on Conflux.

The company then gave these NFTs away to lucky winners via a social-media push that started on December 31 and involved top gaming influencers such as PDD

“The gaming community is diverse and welcome to all," said senior creative Josh King. "This animation reflects a group of characters from different multiverses celebrating a gamer's birthday together. The collective is represented when different NFTs owned by different gamers can come together as one film."

Source:
Campaign Asia

Related Articles

Just Published

8 hours ago

IPG becomes first company to integrate Adobe ...

The IPG Engine is set to be integrated across their full spectrum of operations, providing a suite of services that span the entire content lifecycle, including creation, curation, assembly, personalisation, and measurement.

9 hours ago

Where is China’s gaming industry headed next?

A draft legislation was published in December outlining plans to restrict in-game purchases in a bid to curb “obsessive” gaming behaviour in China. Then it disappeared. What happens next?

9 hours ago

The rise of indies amid Japan's advertising oligopoly

Amid the vast expanse of Japan's advertising landscape dominated by giants like Dentsu, Hakuhodo and ADK, independents are mushrooming. These David-like contenders may lack the colossal budgets of their Goliath counterparts, but they wield a different kind of power—one fueled by strategy, resilience, and agility.

18 hours ago

Dentsu bags Popeyes India's creative mandate

Account won post a multi-agency pitch