THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

5GRV: Gamers on the Road

Entered in Campaign by Diverse-Owned Businesses, Multicultural Community Engagement, Other Platform

Objective

A trio of socially famous, Black female Gamers and Black comedian hit the road in a technology-loaded RV for an east coast 10-day journey that included visiting seven HBCUs and culminating in Atlanta at the gaming festival, DreamHack. Live streaming all daily shenanigans amongst the cast and guests for up to 8 hours a day.  5GRV was integrating gaming, tech, lifestyle, and more to create a multi-stream, modern-day reality show.   The road trip celebrated female empowerment and Black Excellence.  The 5GRV was the mobile base as the Gamers compete on different devices, and engaged with fans. Gaming experience and daily activations were on screen to IRL through scripted activities at each HBCU and city visited. 

 

Strategy

Results

The Numbers

THE ADVERTISING- paid, earned, owned media:

- Over 21M delivered Impressions

- 2X increase over benchmarks in Display & Online Video CTR 

- Paid media audience targets over-indexed across all segments

-Video gamer audience target over-indexed by 4x

-85K engagements across digital properties

 THE SHOW:

- Created over 3600-Minutes of content

- Created a total of 30 Streams of which 27 were Live Streams

- Branded Streams:13 Kraft Velveeta 

- Branded Streams: 4 Kraft Mayo 

 THE SHOW VIEWERSHIP:

- 97K Minutes Watched on Twitch

- 37% increase in minutes watched on 5GRV streams than Twitch average viewers per stream

- 17.4% increase in minutes spent viewing 5GRV streams per unique user

This execution allowed the 5GRV franchise to embrace diversity and inclusion making it a core part of the stories told.   Kraft joined Alpha/5GRV so their brands can be part of this positive messaging that was being delivered.   This show went from an unknown to a known within the gaming/streaming community and beyond.  These stats represent the immediate gains delivered but there is a continual halo effect the 5GRV franchise and Kraft brands are receiving beyond the conclusion of this tour...And we are still tracking.

 

 

Media

Video for 5GRV: Gamers on the Road

Entrant Company / Organization Name

Alpha Precision Media

Links

Entry Credits