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- Online eSports and gaming competition operator Emerge Gaming (EM1) will start its social media influencer campaigns for its MTN Arena platform this week
- The influencers will promote MTN Arena to their network of followers, which is expected to reach around 10 million impressions across South Africa
- Tournaments will be hosted by influencers through MTN Arena’s Popular Host feature, which aims to target subscribers
- The influence campaigns will be supported by TV and media initiatives, which will air this month
- On the market this afternoon, Emerge is down 3.13 per cent and is trading for 3.1 cents per share
Online eSports and gaming competition operator Emerge Gaming (EM1) has commenced its social media influencer campaigns for its MTN Arena platform.
A micro-influencer social media campaign will commence this week in South Africa and will be followed by a nano influencer campaign.
The influencers will promote MTN Arena to their network of followers in a campaign expected to reach around 10 million impressions across South Africa.
Emerge said the influencers will be able to attract a range of gamers across youth and middle-aged audiences.
Campaign strategy
The campaign strategy has three phases — push subscription, play and host games and weekly winners.
Phase one
Push subscription will begin by getting influencers to post creative content on Instagram. Their Instagram stories will use the ‘swipe up’ function that will be able to direct users to the MTN gaming platform.
Phase two
In the play and host games phase, the influencer will encourage users to subscribe by giving them an opportunity to compete against the influencer using the popular host feature.
Phase three
Under phase three, there will be weekly game prizes to win. Influencers will post the winners and use the content to encourage further subscribers to join the platform.
Influencers
The influencers have been selected to fit MTN Arena’s target audience. So far, Grant Hinds, Khuli Chana Motswakoriginator and Sam Wright have been chosen to represent Emerge online.
Grant Hinds
Described as a “YouTube marketer, professional geek and gaming guru,” Grant Hinds describes his early childhood as being “raised by his Playstation, 90s hip-hop
and affordable comic books.”
He’s a video game and tech contributor for TV shows in South Africa, which include Top Billing, Expresso, Tech Report and Hectic Nine 9. Grant also works as a gaming contributor for GQ magazine and a radio personality for GoodHope FM.
Khuli Chana Motswakoriginator
Khuli Chana found fame after releasing music albums in South Africa and has shared the stage with U.S. rapper Drake, as his supporting act.
He has also been the partner for vodka brand Absolut in the South African market. Khuli has a strong social following of more than 760,000 which will help Emerge target its demographic audience.
Sam Wright
“If you had to summarize Sam Wright’s social influence genre, it would be gaming, gadgets and geeks,” the company said.
Sam is a professional eSports shoutcaster and gamer. Her social media platforms includes Facebook, YouTube, Twitter, Instagram and Twitch, with 86 per cent of her following in South Africa.
Television campaigns
MTN Arena will also be promoted on TV segments targeting shows related to gaming, technology and lifestyle. The influencers will also participate in the TV shows.
On the market this afternoon, Emerge is down 3.13 per cent and is trading for 3.1 cents per share at 1:10 pm AEST.
