ParagonsDAO / Parallel Official Open Beta Tournament

Industry: Cryptocurrency, Web3 Gaming
Target Audience: Parallel and TCG Gamers, Hearthstone Players
Timeline: 1.5 weeks from planning to execution, March 2024

TLDR

Parallel TCG is a free-to-play trading card game running on Ethereum and Base Network. The focus was to position ParagonsDAO as a key partner within Parallel’s ecosystem where gamers can accumulate an onchain reputation score, eventually enabling them to lend and borrow NFT assets for free.

Role

We’re recruiting for Paragons Awakening - The Official @ParallelTCG Open Beta Tournament! ⚔️⚔️

Pit against a roster of the most competitive Parallel players to make your mark via Single-Elimination, Free Ruleset format for $10,000* in prizes.

Quarters to Finals matches will be… pic.twitter.com/vRXjyGRXkN

— ParagonsDAO (@ParagonsDAO) March 19, 2024

I spearheaded the brand marketing and creative direction for Paragons Awakening. My responsibilities included crafting social media captions, strategizing the social media calendar, and collaborating closely with a designer to fulfill creative and video needs. Additionally, I worked cross-functionally with the Livestreaming Operations team to broadcast a roster of elite Hearthstone players and Parallel Ambassadors.

Our goal was to inspire envy and grit to propel these participants to train and compete vigorously on Parallel TCG in preparation for the tournament day.

Some Parallel action next week //

The deck testing has already begun, boy do i miss this part of competing.

If nothing else wins me over i can always go with my Gaias Call deck, always fun & amazing card arts 💚 https://t.co/VM73MjFDcy

— Chris Tsako (@FenoHS) March 22, 2024

Friendly reminder that there is a VERY hype @ParallelTCG tournament happening tmrw... //

15k prize pool with a stacked line up of competitors including @FenoHS, @TL_Bunnyhoppor, @tylerootd, & @LambySeriesGG!

I'll be casting!! Don't miss it. 😎 https://t.co/t8HF4xCFkf

— Alliestrasza (@Alliestrasza) March 27, 2024

Results

Over the course of a week, from March 18 to March 28, we posted a steady stream of tournament-related content totalling 220,000 views at a social engagement rate of 40%. Paragons Awakening hit an ATH record for Parallel esports tournaments’ streams and views.

Earth is beckoning for YOU - the abled, the brave and the resolute - to enlist and to fight for home.

The fate of humanity will soon be in your hands. Recruitment opens tomorrow.@ParallelTCG @YieldGuild @EchelonFND @useteller pic.twitter.com/ik3ImrdErc

— ParagonsDAO (@ParagonsDAO) March 18, 2024

There was a cap of 64 tournament participants, which was filled up by the first hour. The number of tournament participants increased to 128 players to accommodate the gamers’ demands.

Increased community fanfare from the Parallel community surrounding Paragons Awakening buzz saw Parallel whale organically contributing additional $5,000 of PRIME tokens to the sponsor pool.

Skills Utilised

• Social Media Marketing
• Community Marketing
• Brand Marketing
• Copywriting
• Creative Feedbacking