Twitch Public Access is a recurring monthly series on the Twitch platform that mirrors the idea of old public access television - inviting creators and audience alike to talk about what’s currently happening within the community. Our objective was to reinvigorate the aura around the series by creating compelling, social-first franchise based content that would drive ongoing hype and awareness for the series. Additionally, we wanted to make a concerted effort to put our creators at the forefront of this content, knowing that our creators are the main draw for any content on the Twitch platform.
When looking at how to provide new life to this long standing staple of a Twitch Series, we wanted to take a step back and re-evaluate what the show’s core offering was. Our thought process was:
When was the last time you watched public access TV? It was probably sometime ago when you still had cable. Maybe you watched PBS growing up or accidentally landed on a public access show while scanning through channels.
The truth is, with streaming services, on-demand videos, and endless online content, you have little to no reason to watch public access TV nowadays - and honestly, the last time you did was probably back in the 90s.
With the above premise in mine we honed in on the idea that “public access” is intrinsically linked to nostalgia and that was our creative north star. Utilizing nostalgia and old television tropes we set out to build a consistent look & feel across all creative executions that would spark a deep and potentially forgotten connection with our audience to help bring back the essence of what public access tv is all about.
Our strategy thus was comprised of two core elements:
Visual Tropes - Campy transitions, Grain/Static, Lo-Fi Animation, y2k and 90s references
Messaging - Infomercial-like callouts, “Next Time On” style promos, and creator focused spotlights
Our efforts proved fruitful and the reception to the striking visual and tonal changes in our social support was overwhelmingly positive. Fans appreciated the “fresh but familiar” look and feel that our assets incorporated and the creators involved in the episodes loved being highlighted in such a unique fashion.
Overall our rollout of these new social pieces across Twitter, Instagram and Instagram Stories resulted in:
6.6M+ Impressions
44K+ Active Engagements (.67% AER)
42K+ Likes
1.2k+ Comments
