iQOO is a premium performance smartphone brand aimed to stand out in a highly competitive Indian smartphone market. They wanted to focus on a nascent yet dynamic segment - young & diverse gaming audience in India, by creating an IP that would be sharp and yet broad enough to create meaningful awareness for the brand. In an effort to drive brand awareness and build association with gaming, iQOO partnered with 3 leading streamers - Tanmay Bhat, Samay Raina & GamerFleet on YouTube via a streaming talent hunt IP called Raid Nights as an add on to media targeting tech & gaming channels and 2 mastheads.
Raid Nights amassed 6.5M+ views in Season 1, boosting brand searches by 89% and purchase intent by 14.6%, topping Twitter trends. Season 2 delivered 6.8M+ views, strong engagement, and continued social media buzz.
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