When Twitch and Porsche rallied gamers to level up its Porsche 99X Electric vehicle
Twitch and Dr. Ing. h.c. F. Porsche AG won the Automotive and Transport and Best Use of Live Video category at The Drum Awards for Social Media. On top of that, they also won at The Drum Awards for the Digital Industries in the Automotive and Transport category and at The Drum Awards for Content with Best Use of a Content Marketing Platform.
How Twitch and Porche rallied gamers to level up its Porsche 99X Electric vehicle
Here, the team behind the winning entry reveals the secrets of this successful project.
Every winning sports team needs an army of supporters. That’s what the TAG Heuer Porsche Formula E Team got when it asked Twitch’s world-leading community of gamers and streamers to help them follow on from their hugely successful launch campaign in 2019. The new task was to ‘level up’ the Formula E Team’s performance, making them the most digitally engaged team in the sport.
In 2021, Porsche went to Twitch with a challenge to become the most digitally engaged team in the sport, taking its Driven Youth target audience of young, affluent and ambitious 20-34-year-olds along for the ride. Gaming dominates the entertainment experiences for this target audience.
Porsche wanted to establish itself as a digital and social media-first brand and an authentic source of entertainment for the next generation of luxury auto buyers. The road to the most digitally engaged title would involve the brand surpassing the benchmarks set by the original 2019 launch that delivered over 900,000 unique viewers, more than one million total views and over 3.2 million minutes watched.
In 2019 the audience had to find and unlock the Porsche 99X Electric car for the team. In 2021, they had to upgrade the car and level up the team’s racing skills. Building on 2019’s success, the campaign remained true to Twitch taking place live and remaining interactive. However, this time, the experience evolved from an escape room to an interactive Fast and Furious like blockbuster, with nods to classic racing games Need for Speed and Mario Kart. Together, Porsche and Twitch created a playable, community-driven racing game.
Three professional streamers, /P4wnyhof, /itsjuliahardy and /Trymacs, were enlisted to lead the viewers through an immersive experience, with the TAG Heuer Porsche Formula E team. With only three days to build the set, shoot, edit, and prepare the live event, the streamers helped to build the hype by running teasers and social campaigns that summoned its audiences to the 'Levelling up the TAG Heuer Porsche Formula E Team' live-stream event.
Teaser videos and posts were also run-on Twitch and Porsche’s social channels to build further awareness.
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Set a mission to find the missing 99X Electric championship car, the streamers and viewers ensued on a three-hour immersive entertainment event on Twitch with TAG Heuer Porsche Formula E Team driver Pascal Wehrlein and team member André Lotterer to solve the mystery of the missing car.
The immersive event moved the brand towards the front of the grid on digital engagement, delivering major progress against its core objective to become the most digitally engaged team in Formula E. Brand favourability increased by 13% among those watching the stream while ad awareness increased 9% and association of Porsche with being ‘digital first’ increased 9%.
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