Twitch
Objective: Encourage more Twitch fans to tune in to the Twitch Rivals Minecraft competition (where big name streamers compete) with a campaign that the streamers would want to promote.
*Streamers don’t like to promote heavily branded content on their channels.
Insight: Fans want interactivity that the big name streamers aren’t supplying. The big names are no longer relatable.
Idea: Utilize the big name streamers and their fans to introduce the next generation of great streamers.
CW: Nour Nabhan, Zachary Driscoll
AD: Joy Lu, Krista Stanley
*This is spec work for Twitch via a pitch competition by Indoor Recess.
P.S. We won two awards :)
Twitch Rivals: Next Gen
Phase 1: The Raid
We created Twitch Rivals: Next Gen as a new take on the typical Twitch Rivals competitions.
We will slowly introduce the competition to fans through phases.
First, we will choose four all-star Twitch streamers to each coach a team of mid-tier streamers. They will compete in Twitch Rivals: Next Gen to win $50,000.
The coaches will make the first introduction of the competition with a surprise raid to their Minecraft stream. The mid-tier streamer will be asked to complete a task. Once it’s done, the coach will donate money and leave the message, “You’ve been chosen.”
Streamers will post about what just happened in their stream, using the Twitch Rivals: Next Gen emote (used in the raid)
Fans will start talking about what the cryptic message means through Twitch subreddits.
Phase 2: The Announcement
We will send a loot box to each streamer with a note instructing them to unbox it on their stream. This will be the introduction to the competition.
The loot box will include a keychain, a water bottle, stickers, and more swag. Most importantly, it’ll have the team jerseys for streamers to wear during the competition.
The Twitch Rivals: Next Gen landing page will be launched on the Twitch Rivals homepage. Users will be able to see who is on each team and vote for which advantage they want their team to have during the competition. It will also provide the team’s hashtag and introduce the Fan Favorite challenge.
Phase 3: The Pre-Game Hype
The teams will be streaming Minecraft training sessions with their coaches, leading to earned media. Owned content will be shared to create more hype.
An interactive story will be released for fans to get involved even more.
Phase 4: Game Day + a little twist
The coaches will be commentating the competition.
Just as the fans think the competition has ended, we’ll hit them with the final twist to really show what the Next Gen can do. The Next Gen winners will face their coaches this time in one last competition.
