We know our AE guy loves gaming, and we know he's realistically often doing it in his boxers! We took this cheeky insight to promote our fun and most-loved #AEUnderwear. From the comfort and breathabilty, to the fun (and sometimes scandalous) patterns, we know our boxers are loved by all.
Our goal was to work with Twitch to get well-known streamers gaming in their #AEUnderwear—we took one of the most popular games, Fortnite, and challenged our group of streamers to go streaking in their #AEUnderwear for the chance at a $5K cash prize!
AE worked with Twitch to create our Let's Go Streaking Tournament. We challenged a group of 10 well-known streamers to go streaking in their underwear—competiting for the highest elimination streak in Fortnite, that is. Over the course of 10 weeks, two winners were crowned, each winning a $5K prize and a place on AE's Times Square billboard!
Viewers could watch the streams on talents' Twitch channels and use !ae in the chat to be directed to a link to the streamer's favorite AE underwear picks. Competitors included Nate Hill (FaZe Clan), duckythegamer, Sparkles_QT, Npen, 72hrs and more!
Streams were also spotlighted on Twitch's homepage headliner during their live times.
AE promoted each stream across our IGS & Twitter, recapping with a updated scoreboard after each stream, showing the leader with the current highest streak.
We also extended the campaign to /twitchgaming's channel with the creation of a segment called "Streakers." This featured up-and-coming streamers competiting across different games each week (also in their #AEUnderwear!) to win prizes for their audiences. Based on winning streaks in each game, viewers in the chat could win AE gift cards and prize packs including AE Underwear. The streamer also won the coveted AE Golden Undies trophy!
During Let’s Go Streaking Tournament we saw an avg. 48% increase in daily traffic to the men’s underwear landing page during the campaign vs. the previous period
Our Let’s Go Streaking Tournament resulted in a total of over $111K in total revenue (this is tied specifically to products featured on talent's favorites page)
Female gamer & Let’s Go Streaking Tournament R1 winner, @Sparkles_QT, drove a 384% increase in traffic on the day of her stream vs. the period previous to the streaking campaign
Nate Hill drove +$12K in boxer multipacks on his stream day of Let’s Go Streaking Tournament!
/twitchgaming Streakers drove +50% average daily traffic to men’s underwear landing page vs. previous to Streakers campaign!