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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.
The Brief
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.
The Idea
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…
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