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Technology Awards Case Studies Brand Strategy

Why Twitch and DoorDash partnered to create a game experience like no other

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By Awards Analyst | writer

December 9, 2022 | 5 min read

Twitch won at The Drum Awards for Content 2022 in the Best Use of Streaming Video Content category for its Everyone’s Player One with DoorDash campaign. Here, we find out more about what went into this successful campaign.

Twitch and DoorDash live streaming experience

Twitch and DoorDash live streaming experience

DoorDash is primarily known for its on-demand food delivery service, but they also include a wide variety of other delivery options. To increase awareness of their other services, DoorDash enlisted the help of Twitch, and Aussie streamer PlayitShady to create commercials that look and feel like an actual arcade game. Needless to say, they were ecstatic with the results.

The brief

The objective of the campaign was simple, to help audiences become aware of DoorDash’s other on-demand delivery services. As the new kid on the block, DoorDash wanted to reach a younger generation of customers, primarily Gen Z, the demographic who orders the most from online delivery services. They partnered with the video-streaming platform, Twitch, to create a strategy that would raise brand awareness and demonstrate the value of their brand in a compelling way.

The idea

The concept was to create a mock video game and turn a DoorDasher (Jake) into an 8-Bit style video game character, along with gamer PlayitShady. The narrative was told from both sides, one from DoorDasher Jake, and the other from PlayitShady who employed the services of the delivery service. The goal was to demonstrate how customers can always be ‘Player One’ in the DoorDash world.

During the two-hour gaming stream, DoorDash’s two commercials premiered while PlayitShady ordered a DoorDash delivery live, and shared a special promotion with her viewers. They also inserted a series of animated disruptions that would randomly enter the live stream, such as DoorDasher Jake driving across the screen to collect a ‘power up’, or PlayitShady’s cat on a robot vacuum.

PlayitShady live on Twitch for DoorDash

The results

The campaign was a winning success, bringing DoorDash’s identity to life in a memorable, engaging way.

The sponsored stream reached over 15,018 viewers, with 85,652 minutes viewed. Live chat brand mentions raced over 2,200, well above the average chat mention of 330. The video ads also exceeded expectations with a 91% completion rate.

This campaign was a winner at The Drum Awards for Content 2022. You can Find out how you can enter now.

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