How StreetSmarts mirrored the effects of drink driving in a Minecraft livestream
Twitch won at The Drum Awards for Content 2022 in the Public Sector or Government category for its ‘All good. All bad.’ drinking and driving campaign. Here, we find out more about what went into the work.
Twitch & StreetSmarts QLD win at The Drum Content Awards 2022
To help reduce drunk driving, the Queensland Government partnered with gaming influencer TJBirrd on Twitch TV, to share its ‘All good. All bad.’ message targeted young males. The goal was to encourage younger Queenslanders to ‘call out their mates’ and stop them from drinking and driving. The campaign used the influence of a popular gamer to demonstrate how drinking slows down reflexes while he played the game Minecraft.
In a bid to raise awareness of road safety and reduce drunk driving, the Queensland road safety program, StreetSmarts, wanted to introduce the subject in a fun, relatable way that would attract the attention of its young, male target audience and relay a meaningful message. The message of drinking and driving as ‘all bad’ and choosing alternatives to this behavior as ‘all good’ was needed to reduce drunk driving deaths and injuries. It wanted a two-pronged approach, one being the sponsored gaming stream, and the other a flurry of media ads.
In reaching the intended audience, it was willing to stretch past its normal marketing boundaries and for the first-time partner with an Australian influencer who could possibly relay the message in a more impactful way. Twitch TV joined in, and the ‘All good. All bad.’ campaign was born.
It scored big with the idea of demonstrating the lag of reaction time while drinking, which is typically around 120 milliseconds, with gameplay – particularly Minecraft, an enormously popular game amongst their target demographics. The goal was to let viewers experience the actual panic and anxiety induced when reflexes were slowed, and watch the streamer as he struggled through the game, thus mirroring the real-life scenario of drinking and driving.
Twitch added a lag filter to the software of the game, so during the two-hour live stream viewers were able to participate by applying when and what length of lag the gamer would experience. This severely impacted the game, with several ‘game overs’ and harrowing close calls. The Twitch Chat came alive with anxious viewers as they watched the drama unfold.
The results were extremely encouraging and traveled well past previous benchmarks. The live stream garnered:
- 15,997 total unique users
- 43,958 total minutes watched
- 20,562 total views
The Twitch digital advertising arm of the campaign also scored extremely high with an 85.4 average video completion rate. Overall, it had an impressive 330% increase in traffic to the StreetSmarts website and an 88% campaign awareness boost to its targeted audience of young males.