The Summer Gathering: Gaming’s Week in the Sun

Introduction

This case study explores the successful execution of The Summer Gathering: Gaming’s Week in the Sun advertising campaign, aimed at promoting Twitch Gaming as the ultimate destination for gaming news, exclusive content, and new game launches. The campaign involved creating a visually captivating billboard ad to be displayed in New York Times Square, targeting a broad audience and increasing brand awareness.

Objectives

  • The primary objective of the campaign was to position Twitch Gaming as the go-to platform for global gaming news, attracting a wide audience during the summer when other major gaming events, like E3, were canceled. 
  • The goal was to inform viewers about the event, new game debuts, and other exclusive content. 
  • The campaign aimed to increase viewership, drive conversions, and amplify the perceived value of Twitch Gaming.

Creative Concept

As the art director, the creative vision for The Summer Gathering was to infuse vibrant colors and a hot summer theme, using Twitch's distinct and energetic color palette. The key art featured bright blue, hot pink, and neon green, evoking a sense of summer excitement. The design incorporated elements like palm trees and vibrant beach party aesthetics, aligning with the event's branding and messaging. The aim was to associate Twitch Gaming's Summer Gathering with an annual must-see summer gaming show, providing exclusive content that could only be found on Twitch.

Iterative Process

The creative process involved multiple rounds of iterations and feedback. I created 2-3 mockup designs, which were then reviewed by the creative director for feedback and adjustments. After finalizing the designs, the stakeholders, including the Twitch Gaming product owner, were involved in the selection process. Further adjustments were made to ensure alignment with American Eagle's branding and message. The challenge of creating a short, attention-grabbing ad for a busy location like New York Times Square was addressed by designing an informative, engaging, and concise 15-second ad that utilized all seven panels of the billboard.

Metrics and Evaluation

Viewership metrics and chat interactivity were evaluated. The campaign resulted in a 10% increase in viewership compared to the previous year, achieving the goal of engaging the audience and driving participation.

Key Learnings

A key learning from the campaign was the positive impact of incorporating Twitch streamers as hosts and co-streaming the program. Leveraging the popularity and influence of Twitch streamers significantly increased viewership, achieving the 2022 goal of driving audience engagement and aligning with the content organization's priorities.

Conclusion

This case study demonstrates the successful execution of The Summer Gathering: Gaming’s Week in the Sun ad campaign, showcasing the importance of a well-planned creative concept, iterative design process, effective collaboration, and timely communication. By capturing the attention of a broad audience and aligning with Twitch Gaming's brand identity, the campaign increased viewership, engagement, and perceived value. The use of vibrant colors, tropical aesthetics, and the association with summer vacation further enhanced the ad's appeal. Ultimately, this case study highlights the effectiveness of a well-crafted billboard ad in driving brand awareness and engagement within the gaming community.