Unleashing a
super fandom.
Spec Campaign for Indoor Recess Ad Competition
Client: Twitch
Project Manager: Erica Kao
Account Lead: Vanessa Buck
Strategists: Alena Huynh, Paulina Alvarez
Copywriters: Alex Wilson, Julia Garicochea
Art Directors: Mallory Rosten, Hongyu Lu
I competed as an art director in the Indoor Recess ad competition. The challenge? Find a fun way for streamers to promote the Twitch Rivals Minecraft game. Streamers aren't your typical influencers- they hate branded content, and want to engage with their fans in an authentic way.
Basically, we need to make an ad campaign that didn't look like an ad campaign.
We created a social media contest where fans could compete to win their favorite streamers in-game advantages, and a little something for themselves too.
Now, streamers wouldn't feel like they'd be spamming their fans, and fans would be invested in the outcome of the Twitch Rivals game.
