Client: Avito
Goals
- Introduce the gaming audience to Avito Delivery.
- Drive demand in the Electronics category.
- Improve the brand's image metrics.
- Engage the audience in brand communication through interactive Twitch features and a unique gaming experience.
To put Avito Delivery on the gaming radar, we launched a Twitch project where streamers took on the role of couriers in GTA V. Their mission: deliver orders along pre-set routes within a time limit. The audience's mission: use Chaos Tricks to either help or sabotage the delivery.
Chaos Tricks is an extension that lets viewers influence a streamer's gameplay using Bits, Twitch's internal currency. Users could, for example, blow up the courier's car or call in the police. Over 40 actions were available in total.
If a streamer failed to complete a delivery on time, they held a giveaway of real products available through Avito Delivery — including gaming consoles, keyboards, headsets, mice, and collectible video game figures.
Results
Stream views: 12 200 000+
Chatbot clicks: 45 000+
Events activated: 15 500+
Chatbot clicks: 45 000+
Events activated: 15 500+