Connecting leading brands with individual creators and their fans is a prize all on its own. It is a great pleasure to see streamers of all sizes thrive and grow their channels, with agencies and marketers coming back to work with them time and again. That being said, when the marketing awards 2021 started, we were couldn’t wait to see what it will bring. And it was a proud moment to be appreciated for our hard work.
What campaigns got the attention of prestigious marketing awards’ juries, and what made them unique?
The end of Q4 has been a great ride for the whole team. In a single week we have been awarded across three different competitions:
Danone presented us with the challenge of introducing the mischievous Small Hunger to the world of gaming and live streaming. The aim was to raise Danio’s brand awareness among Gen Z and gamers.
Together with VMLY&R, we have created a mechanism allowing the artwork to pop up on the stream whenever the character’s energy changed. Thanks to AI-based technology, created by VMLY&R, the Small Hunger character knew exactly what was happening during the game. What’s more, he had sharp retorts prepared for many scenarios! This allowed him to ‘attack’ exactly when Fortnite characters’ energy levels were low. The combination of AI algorithms and creative writing rooted in Gen Z gamer culture, allowed us to turn advertising into engaging entertainment.
The goal of this campaign was straight-forward: to reach as many players as possible, make noise about the premiere of Cyberpunk 2077 and encourage gamers to take part in the lottery Sprite ran in collaboration with CD Projekt. All fine, but how do you approach one of the most inaccessible and hard-to-reach target groups? Well, we had an idea!
Bringing streamers and brands together to create content gamers can enjoy is something we do best at inSTREAMLY. With some help from us, Sprite created futuristic artwork inspired by Cyberpunk’s world. The game is all about style, so it had to be clearly present in the artwork.
The display is not all! Together with MediaCom we decided to run engaging week-long activities for streamers and their fans by using Discord! Viewers and streamers competing in teams to solve tasks assigned to them each day. This merger of interesting activity, modern technology and appealing message resulted in one of the most innovative campaigns we have had pleasure to co-create. Most importantly, both streamers and their viewers enjoyed the campaign!
These campaigns have been an incredible adventure and experience. The success of these campaigns shows how amazing results brands can achieve by connecting with the audience as supporters of the streaming community. We can’t wait to bring even more engaging activities to brands and streamers alike. A big thank you to everyone involved in creating these awesome campaigns.
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