- 1st Branded Live Stream Reality Content on Twitch
- 1st All-Black Female Gaming Tour
- 1st Certified Minority Business Enterprise that developed, cast, and produced a show on Twitch. All partners were diverse-owned.
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.
- Introduce the never been done before live stream reality content series that integrated brands into daily stories, on-screen and off-screen across Twitch- 5GRV: Gamers on the Road
- Why Twitch- as it is #1 participatory streaming platform for fan interaction
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- 40% of 83M monthly uniques identify as people of color
- -41% watch 5+ hours a day
- -Growing female audience that is tech-savvy, early adopters, avg HHI $125k, avg age 28, and advertising receptive of which 69% unreachable via linear or cable tv
- Build brand awareness for this new content series led by 3 Black Female Streamers and 1 Black Female Comedian
- Created a vibrant, memorable, visually appealing branding design for 5GRV
- Hired a relatable cast that represented the vision
- Barefoot Tasha, one of the 5GRV gamers, won the “Twitch Gamer of the Year” award, which catapulted 5GRV as a physical symbol across the gaming community
- GloZell, 5GRV comedian has a large social presence across major platforms
- Multi-streamed the show across the 5GRV Twitch channel as well as the casts' Twitch channels
- Created real relevant stories that incorporated Black females, gaming, Black culture, HBCUs, innovation, and the impact-driven from this community
- Organically integrate sponsoring brand, Kraft, into these diverse stories told about Black excellence and how it is impacting culture within the gaming community and beyond.
- Through storytelling, our metrics were to build brand awareness and engagement for the 5GRV franchise which represented culturally relevant content and the brand lift of sponsoring brand, Kraft.
- Leveraged the cast’s social media footprint
- Public Relations extension with Atlanta CBS new station
- Social media- paid, earned, owned
- Paid Digital Media -Connected TV, Online Video & Display
- Gaming partnerships- the*gameHERs
- Partnership with Dexerto for gaming/esports influencer exposure
- Targets measured to gauge success:1- engagement on the 5GRV Twitch channel 2- engagement of the 30 content streams 3-audience engagement
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.
Video for 5GRV: Gamers on the Road
