eSport is a cultural phenomenon on the rise: not only has it become a mainstream, multibillion dollar sport, but it is also all about gaming, vision and digital screens.

So we partnered up with the best eSport team in the world, Fnatic, to build an interactive gaming experience, de facto creating a new “shoot ‘em up” game, the first of its kind, and giving our younger target audience the unique opportunity to challenge Martin Larsson, aka “Rekkles”, the star of Fnatic, to a duel.

Using an innovative mix of eye-tracking technologies, our “gamers” were truly in control once a webcam mapped their pupils.

Their weapon? Their eyes.

The targets they have to shoot? The harmful blue light that Eyezen lenses fight against.

The prize? A chance to see Fnatic play in the biggest eSport arena in the world, in Seoul, South Korea.

Because of the size of the eSport community, we decided to only target real eSport fans. We created the www.eyezen-challenge.com website that was only reachable through the Fnatic social media channels and the positive buzz of the gaming press and eSport message boards. Players had a month to record their best score, only if they used the webcam mode, for a chance to win a trip to see Fnatic play in Seoul, Korea.

The whole experience was branded to reflect the eSport universe but with touches of credibility and understanding from Eyezen. We “hid” the Eyezen reasons to believe throughout the whole gaming experience, to be as less intrusive as possible: in the video intro, at the end of the gaming experience and through a cool-looking store locator.

The gaming press in every geographical market of the world reported about the Eyezen brand with more than 250 articles dedicated to the experience and brand, significantly increasing exposure of the new product launch with its target audience.

In just one month, with no paid media, we raised awareness about harmful blue light and the Eyezen brand with over 300,000 played duels and  50 000 product pages.  Each visitor, on average, played the game twice, and stayed on the site for more than 6 minutes with a bounce rate of not even 5%