IEM 2025 – Predator x Acer x Intel
When Acer partnered with Intel for IEM 2025, we set out to make Predator the talk of the gaming world — both at the event and in retail stores nationwide. IEM (Intel Extreme Masters) is Australia’s biggest esports event, drawing thousands of gamers from across the country for three days of competition, community, and cutting-edge tech. Our job? Build national hype, drive gamers into Harvey Norman stores, and put the Predator Helios range in the hands of players who live and breathe performance.
The Campaign
We launched a $200K multi-channel media campaign in the lead-up to IEM, combining:
- Programmatic display & retargeting – precision targeting to keep Predator front-of-mind.
- Twitch & Reddit – speaking directly to the gaming community where they spend their time.
- Search targeting – zeroing in on gamers actively looking for tech upgrades.
- DOOH geo-targeting – delivering big-screen creative within close proximity to Harvey Norman stores.
Our messaging not only promoted the IEM event but also drove retail foot traffic and sales for the Predator Helios range.
KOL Power Plays
We handpicked the perfect mix of gaming personalities to amplify the campaign:
- Ms Deus Geek – our on-ground reporter for the full IEM experience, creating content across Acer’s and her own social channels.
- Same Green Media, ReeKid, and LivBev – driving awareness of the Harvey Norman competition and getting gamers into stores during the event window.
The Competitions
Harvey Norman Retail Competition – A $15K return trip for two to Chengdu, China, home of the Predator League finals.
On-Stand Activation – The Predator Cash Machine: entrants stepped inside a glass booth, grabbed as much swirling cash as possible, and the highest collector across the three days won a Predator gaming laptop.
On-Stand Activation – The Predator Cash Machine: entrants stepped inside a glass booth, grabbed as much swirling cash as possible, and the highest collector across the three days won a Predator gaming laptop.
At the Event
Inside Intel’s stand, we created a dedicated Predator zone showcasing the power of the Helios range. Across the three days, the space was alive with gameplay, activations, merchandise giveaways, and prize draws — all designed to immerse gamers in the Predator brand.
Results That Speak for Themselves
From the $200K campaign investment:
- Reddit CTR: 0.22% — far above platform benchmarks.
- DOOH CPM: $32.49 — highly efficient for geo-targeted inventory.
- Thousands of touchpoints across digital, retail, and event channels.
What we managed
- Campaign strategy and media planning.
- Digital execution across programmatic, Twitch, Reddit, and search.
- DOOH geo-targeting strategy and buying.
- KOL engagement and content coordination.
- Retail partnership and competition management with Harvey Norman.
- Event activation and staffing at IEM.
- On-stand competition delivery and prize fulfilment.
- Merchandise sourcing and distribution.
We put Predator front and centre at Australia’s biggest esports event with a $200K media blitz — programmatic, Twitch, Reddit, search, and DOOH near Harvey Norman stores. The campaign built national buzz, drove gamers in-store, and amplified the Predator Helios range with KOL power from Ms Deus Geek, Same Green Media, ReeKid, and LivBev.
At IEM, we brought the energy to Intel’s stand with product showcases, merchandise giveaways, and the Predator Cash Machine competition. The results? 0.22% CTR on Reddit, a $32.49 CPM on DOOH, 3 days of non-stop brand engagement, and sales momentum that lasted well beyond the event.
