Launch a campaign ahead of one of the most anticipated game releases.
We ran a series of live Twitch streams featuring Exile and Sony Music artists. A custom branded overlay was developed for the project, letting viewers "control" the influencers' gameplay. The audience voted on how the story would unfold in real time, and the content creator adapted their Cyberpunk 2077 playthrough accordingly.
Viewers could also choose their star guest. Several weeks before the campaign launch, Exile announced it on his channel, where a chatbot let users vote for three out of nine artists. The candidates were Ramil, GONE.Fludd, CMH, Elvira T, Big Russian Boss, FLESH, SQWOZ BAB, Loqiemean, and OG Buda.
Sprite products appeared on screen alongside gaming chairs branded in the Cyberpunk 2077 aesthetic. In addition to the animated overlay, the project included a chatbot, a banner below the stream, verbal mentions, social media posts, and a video aired in digital channels.
Results
Social media views: 2,300,000+. Stream views: 426,000+, including 286,000 unique viewers. Total comments across six streams: 6,200+, of which 315 mentioned the brand. Clicks (chatbot + banner): 3,000+. Votes for artist selection: 4,300+.