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Special Project

Special Project
From the 15th Annual Shorty Awards

Let's Go Streaking Tournament

Gold Honor in Gamification


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!

Strategy and Execution

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!



Video for Let's Go Streaking Tournament

Entrant Company / Organization Name

American Eagle


Entry Credits