Objectives

Leading into premiere weekend, The Astronauts took over Nickelodeon’s Twitch channel to drive buzz and excitement for the show’s launch. Our primary goal was to drive intent to view and conversation around the series within the gaming community. Our secondary goal was to introduce and build familiarity with the new cast, followed by a third goal of increasing Nickelodeon’s Twitch channel following. 

Strategy and Execution

The five-day Twitch activation sought to eventize premiere week with Nickelodeon's Twitch acting as a hub for all things Astronauts. We looked to provide a series of can’t miss content that would spark conversation with the broadest possible audience on the platform. Our multi-affinity approach led us to curate five different streams that would each seed The Astronauts to onboard potential fans and generate intent to view by running trailers, shorts, and BTS during all live streams.

The Twitch stream schedule included:

• Day 1- Astronaut to Astronauts 
  • GOAL: Establish legitimacy by featuring our talent on screen with the space elite, NASA Astronaut Mike Massimino and Bill Nye the Science Guy. 
    • We kicked off our week on Bill Nye’s Instagram, featuring a conversation with cast member Miya Cech and Mike Massimino. The IG Live gave a fun look at the real science vs. TV magic and presented a call to action to drive people to watch our first stream on Twitch at the conclusion of the live. 
    • The Twitch stream itself featured a continuation of the interview with Mike and Miya hosted by Twitch influencer, Pathra.
• Day 2- Galactic Gaming: Fall Guys
  • GOAL: Capitalize on Twitch’s known viewership trends with one of the most popular galactic games on the internet, Fall Guys.
    • The cast of The Astronauts learns to play Fall Guys with our host, Pathra while they take a look at BTS content and dish on all things about the new hit show.
• Day 3- The Astronauts, Animated  
  • GOAL: Bridge Nickelodeon’s animation legacy to Nick’s new elevated content.
    • Pairing lead actress, Miya Cech, and one of Nickelodeon’s Animation Studio Artists, viewers were treated to a tutorial on how to draw iconic Nick IP but with an out-of-this-world twist.
• Day 4- Galactic Gaming: Push the Button  
  • GOAL: Continue to drive familiarity and heart share for Nickelodeon’s newest stars. 
    • Bringing back the whole cast, we let them do the work as they laughed their way through one of the most popular JackBox games, Push the Button.
• Day 5- We are a Go for Launch   
  • GOAL: Drive FOMO for premiere night through a one-of-a-kind pre-show experience, alongside sampling a clip from the premiere episode.
    • Partnering with influencer BanzaiBaby, we gave viewers a DIY lesson on how to build your own space helmet with items from around your house. At the conclusion of the build, we teased the first 5 mins of the first episode leading into the linear premiere of The Astronauts. 

Results

The five streams amassed over 700K total views on the platform. With an additional 17k average concurrent viewers, this week of steams holds the record for the highest performing Nickelodeon Twitch streams to date (2,000-3,000% over pre-Astronauts benchmarks). 

Through our partnership with Transmit.Live, they syndicated each broadcast across COPPA compliant sites garnering 4.3MM views and 1%+ CTR (124% over industry benchmark). Additionally, we supported our activation with paid Facebook & Instagram efforts that generated 3.7MM impressions and drove 8.7K clicks to the livestreams. Our Twitter support proved to be the most effective platform in driving social gaming audiences to Twitch with 746K impressions, we drove 21.8K clicks with a 1.24% CTR. 

As a result of The Astronauts: Countdown to Launch Twitch Activation, the Nickelodeon Twitch channel’s daily average increase in followers was 101% higher than our previous Twitch activations. 

In conclusion, this activation far surpassed our primary and secondary goals as we successfully drove excitement and viewership for the premiere of The Astronauts. 

Media