As part of the Indoor Reccess’ Session 2 pitch competition, I was placed in a team of students and recent grads to tackle a brief from Twitch.
Twitch was having difficulty promoting their events with gaming influencers because of their aversion to posting heavily branded content.
So we put our headsets on, lit up our rooms with neon LEDs, and got to work.
From this challenge, we created Off Stream, a content ecosystem that shows a candid side to streamers not shown anywhere else.
By creating videos that focus on a more personal, humorous side of streamers, we would draw viewers in through the love of their favorite streamer and their desire to know more about them.
We separated the campaign rollout into three levels—cause, you know, gaming.
Level 1 focuses on stirring hype around the streamers and creating promotional content that they’ll want to share. We created exciting, snackable content on the Twitch platform that highlights the quirky personalities of beloved streamers.
VOD (video-on-demand) content provides entertainment in between live Twitch Rivals competitions.
Level 2 engages with the fan community on social media and gaming forums. These interactions directly affect Off Stream content, helping the fans feel like they're a part of the show.
Level 3 utilizes all of the Off Stream hype to direct fans back to the Twitch Rivals tournament.
As opposed to branded Twitch content, streamers are more willing to repost Off Stream content because it’s personal, authentic, and makes them look good. Win-win.
By the time we reach Level 3, both streamers and viewers no longer feel like they're solely being marketed to. They feel like they're a part of something bigger that creates a deeper connection between celebrity and fan.
Here's what Jason Hitchcock, Director of Strategic Partnerships for E-Sports at Twitch, had to say about our pitch:
"Team 3 gave me something I didn't even know I wanted. It was something that, when I saw it, I was like, "I have to have that." What a sophisticated, and doable content ecosystem that...could promote anything that we could do."
Copywriting: Dillon Hansen, Emma Campanella
Art Direction: Jelly Marasigan, Grettel Regalado-Aguirre
Strategy: Dana Nathanson, Michelle Montalban
Account: Isaac Lee
Manager: Lauren Perry