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Special Project

Special Project
From the 14th Annual Shorty Awards

Duracell: Get In The Game

Finalist in Twitch

Entered in Creative Use of Technology, Retail & E-Commerce


Duracell wanted to make inroads with the gaming community.

Game controllers require batteries, but gamers don't really think about batteries when it comes to their gameplay because they are out of sight and out of mind.

Yet, the fact is, nothing is more frustrating to gamers then interrupting their gameplay, and having to switch out batteries when they die.

Duracell Optimum batteries have extra life, which means, more time gaming with less distractions.

Our goal was to create awareness and educate gamers on how Duracell Optimum batteries can enhance the gameplay experience.


Strategy and Execution

The holiday season is a major period for both batteries sales and gaming, with new gaming consoles being launched and big demand for batteries used in toys and devices. This was the opportune time to reach our audience. 

Through innovation we were able to breakthrough and reach gamers where they lived, in an organic way.

First, we developed a bespoke brand widget that connects to the Xbox controller and displays the battery life on screen—demonstrating the benefit of Duracell Optimum in a way that gamers could understand.

We then partnered with some of the biggest Halo streamers for the launch of the new Halo Infinite game—in a month-long battery challenge on Twitch and YouTube, seamlessly demonstrating how Duracell Optimum improves the gameplay experience. 

To top it all off, one lucky winner was awarded to do nothing but play Halo Infinite in paradise at the Duracell Estate, which included luxury housing in Palm Springs, a personal chef and a housekeeper; all with the goal of enabling longer, uninterrupted gameplay. 

Ultimately, Get In The Game was the perfect torture test to prove out the benefits of Duracell Optimum batteries.


With over 193MM impressions and positive social conversation doubling, the campaign made Duracell Optimum batteries essential to the gaming experience. 

+193MM Impressions

+32MM Minutes Watched across sponsored streams with widget

Average Concurrent Viewership of 20K viewers per stream

+9.7MM social media impressions 



Video for Duracell: Get In The Game

Entrant Company / Organization Name

MediaCom Creative Systems, Duracell

Entry Credits