Twitch Recap
THE BRIEF
Editorialize the year’s data for the largest live-streaming platform.
Drive virality in the product and launch strategy to break through the “Bubble of Twitch.”
THE SOLUTION
Use Twitch chat as the voice of the product and campaign.
Troll the recap category and make Twitch’s POV funny, ridiculous, and stupid.
MY ROLE
Lead Product Designer, Creative Director
We used social media to troll other brands’ recaps and tease our own.
Our launch date was set for December 10.
Knowing many other brands were going to launch their recaps before then, we integrated that into our launch strategy.
Beginning with Oxford Dictionary’s word of the year, we started trolling…
Then we did a Spotify parody.
Then Google’s Year in Search
And finally Time’s Person of the Year to anything BUT person of the year.
Ready to launch, we pushed out some teaser content
Social teaser
Times Square Billboard
We launched the Times Square Billboard with a live stream on Twitch’s channel. We had over 9500 average viewers and more than 530,000 unique viewers.
We released the recap (which I designed) with personal data on the viewer and streamer recaps
The big thing were able to pull off is having personalized headlines.
Based on the content created, watched, and chatted with, each user got a different headline.
It was a huge upgrade to the share graphic, and a challenge for the data and dev teams to execute.
We focused a lot of our creative effort on the shared community recap in order to tell a bigger story and break through the “Twitch Bubble.”
RESULTS
