DAZN got 200,000 viewers counting down to a historic fight
When one of the most anticipated boxing matches of the year is happening exclusively on your platform, building instant, widespread hype is the ultimate goal. For DAZN, the challenge was about connecting with a digitally active demographic of 21-to-44-year-olds, creating a sense of immediate urgency right before the first bell rang.
To promote the historic clash between boxing’s Oleksandr Usyk and combat sports icon Rico Verhoeven under the Pyramids of Giza, DAZN launched its first-ever campaign on inStreamly. The goal was clear: achieve massive scale, build intense event awareness, and drive pay-per-view conversations across Poland and Ukraine in an incredibly tight four-day time campaign window.
Bringing history from the Pyramids straight to gaming screens
Sporting events of this magnitude thrive on momentum. That’s why the brand needed a solution that could simultaneously broadcast their message across hundreds of live channels. Relying only on traditional advertising wasn’t going to cut it for the gaming generation, who notoriously tune out standard banners.
DAZN turned to inStreamly to seamlessly integrate their message into the live streams of hundreds of content creators in Poland and Ukraine. To maximize engagement, the campaign featured a dynamic Countdown Feature that ticked down to the live event in real-time, creating a powerful FOMO. Additionally, DAZN provided the gaming community with a dedicated 30% discount code (IL-30) that knocked 30% off the PPV price, incentivizing direct sign-ups.
How DAZN knocked awareness out of the park in record time
By leveraging inStreamly’s automated micro-streamer network, DAZN managed to build a massive footprint in both markets simultaneously. Over the course of just 96 hours, more than 400 creators joined the campaign, turning live gaming streams on Twitch and Kick into a powerful awareness engine for the fight.
The campaign in numbers
- Total impressions: 410,823
- Unique viewers: 200,000
- Total clicks: 2,004
- Streamers involved: 412
- Est. unique users: 199,312
“Standard display ads simply don’t cut it for the gaming generation, so we needed a smarter way to build urgency. By using inStreamly’s live countdown feature across hundreds of streaming channels, DAZN successfully turned live gaming into a digital arena for the fight. We didn’t just place an ad, but also we’ve created a real sense of FOMO that kept 200,000 unique fans watching the clock tick down to the main event.”
Paweł Wróbel, DAZN Regional Marketing Lead – Poland & Eastern Europe
Ultimately, DAZN successfully placed its brand in front of nearly 200,000 unique viewers during a critical pre-event window, proving that live streaming is a premier channel for driving time-sensitive event awareness.
