Train 2 play

Medal Won

• 🥈 SILVER – Best Immersive Experience

Campaign Overview

A study involving over 62,000 gamers revealed that repetitive gameplay movements lead to physical injuries similar to those of traditional athletes. However, most gamers remained unaware of the risks and the importance of physical training.

To bridge this gap, the Train 2 Play campaign introduced the world’s first “gamer dumbbell”—a joystick transformed into a 5kg kettlebell, symbolizing the connection between fitness and gaming. Launched at the Argentina Game Show (AGS), the campaign combined innovative product design, educational YouTube content, and collaborations with top streamers to redefine gaming performance and injury prevention.

Creative Concept

The campaign aimed to integrate physical fitness into gaming culture:

• The Gamer Dumbbell: A kettlebell designed to look like a joystick, emphasizing the physical effort required for professional gaming.
• Educational Content: A YouTube series featuring physiotherapist Federico Lopez Trotta, offering at-home exercises to strengthen high-risk areas like wrists, shoulders, and core.
• Immersive Launch: Premiered at AGS during the highly anticipated “Duelo de Reyes” finals, engaging both live and online audiences.

Execution Strategy

1. Event Launch: The gamer dumbbell debuted at AGS, attended by 120,000 people, and streamed live to an additional 50,000 viewers.
2. Streamer Collaboration: Partnered with Argentine gaming influencers who shared the campaign during their streams, generating organic engagement and conversations.
3. Content Distribution: Released a three-episode YouTube series focused on gaming-related physical fitness, hosted by a physiotherapist.

Impact and Results

The campaign achieved significant awareness and engagement:

• 120,000 attendees saw the campaign’s launch at AGS.
• 50,000 live viewers during the “Duelo de Reyes” finals on Flow TV.
• 32+ hours of organic streamer content generated, viewed by over 73,000 unique users.
• Sparked widespread conversations about the importance of physical fitness for gaming performance, redefining what it means to “train to play.”

Why It Worked

Train 2 Play successfully combined cultural relevance, innovative design, and educational content to raise awareness of an overlooked issue in gaming. By creatively addressing injury prevention and performance enhancement, the campaign not only engaged its target audience but also set a new standard for integrating fitness into gaming culture.