HP Omen’s Campus Gaming Movement Across India
HP OMEN Quest: A Multi-Season, Pan-India UGC + Campus Engagement Campaign
The Challenge
HP OMEN has long been recognized as one of India’s most prominent gaming hardware brands, and their large-scale college campaigns have historically set the benchmark for youth engagement in the gaming community. When HP OMEN launched OMEN Quest — a multi-season national drive to strengthen campus-level gaming awareness — Adept Marketing was brought in to create a high-volume UGC pipeline, deliver authentic student-led content, and amplify the brand narrative across India’s most active college circuits.
Campaign Scale & Scope
The OMEN Quest project was one of the largest campus activations executed in India in recent years. HP engaged with 200+ colleges nationwide, reaching more than 70,000 students across three seasons. The objective was clear:
- Build genuine brand presence within student communities
- Promote OMEN laptops as the preferred gaming device
- Capture UGC content at scale directly from real students
- Maintain consistency in quality across every region
Adept Marketing was tasked with constructing and managing the UGC production engine behind this massive campus-driven initiative.
Deliverables Across 3 Seasons
Across the campaign’s three seasons, Adept Marketing delivered:
The campaign required a highly structured operational workflow, and Adept Marketing handled everything from briefing to execution to delivery.
Operational Workflow: How Adept Marketing Delivered at Scale
To manage content across 200+ colleges, Adept Marketing established a fully systemized content pipeline:
- Pre-Campaign Coordination:
Every college team received shoot guidelines covering angles, product placement, framing, and key messages to maintain consistency. - Student Interaction Modelling:
A standardized format for UGC clips ensured each college captured:- Student testimonials
- Laptop unboxing reactions
- Gaming performance demonstrations
- Short “campus creator” clips featuring real gamers
- Student testimonials
- On-Site Content Production:
Each college produced:- 80 UGC clips (short-form, social-first format)
- 200+ images (campus ambience, product aesthetics, live reactions)
- 80 UGC clips (short-form, social-first format)
- Centralized Editing & Enhancement:
Adept Marketing handled all post-production to keep branding aligned:- Color consistency
- Motion graphics
- Logo placements
- Campus-specific versioning
- Color consistency
Season-on-Season Optimization:
Data from Season 1 shaped improved shot lists in Season 2 and Season 3, enabling sharper storytelling and more authentic student representation.
Campaign Impact
The OMEN Quest campaign became one of HP’s strongest student-led marketing initiatives for multiple reasons:
The ready-to-publish content bank helped HP scale their presence across digital channels without heavy production overheads.
Brand Value Created
Adept Marketing’s contribution went beyond content volume. The campaign successfully elevated OMEN’s positioning in three ways:
With 70,000+ students engaged and multi-season continuity, OMEN Quest proved how large-scale UGC-driven campaigns can build national-level brand impact in youth segments.
" As we continued to use their tool and found more use cases, our feature requests quickly found their way into their backlog. "
"Their team understood our goals immediately, and every iteration brought us closer to a refined, meaningful experience."
"From the initial concept to final delivery, the process was fluid and collaborative — we always felt heard."
