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Special Project

Special Project
From the 16th Annual Shorty Awards

Twitch Social x TwitchCon Las Vegas 2023

Gold Honor in Live Event Coverage

Audience Honor in Live Events

Entered in Event & Experiential


What it is: TwitchCon is a 30K attendee convention that gathers streamers and their communities to celebrate the culture of Twitch. In its 9th year, TwitchCon landed in Las Vegas for the first time– and thousands traveled from around the world to attend the 3-day convention.

Our Challenge: In recent history, Twitch has faced waves of negative sentiment from streamers and their communities amidst service and policy changes, and competitors entering the market. 

With the bulk of Twitch activity happening online, this IRL (“in real life”) gathering offered the opportunity to bring to life the culture of Twitch and show how it is still the best place for streamers and their communities.

As Twitch Social, we are the first line of communication with our users and have the unique ability to shape conversation and perception by shedding the brand’s corporate polish and having a more humanized image. Knowing that, our challenge for TwitchCon became clear: give both attendees AND people watching from home a chance to be immersed in the ins and outs of TwitchCon, its programming, and featured streamers, via our social content.

Our Objective: Establish the narrative that Twitch remains the best place for streamers and their communities by building off Twitch’s brand platform “Together for Whatever” and making Twitch Social the hub for our community to come together to experience live events.

Strategy and Execution

Creative Strategy: We focused our creative on two content pillars:

Our Content Phases:


Despite fewer social channels leveraged and fewer posts than TwitchCon San Diego 2022 (TCSD22), TwitchCon Las Vegas 2023 outperformed TCSD22 in nearly every metric, with an 81% increase in average impressions, a 102% increase in total active engagements, a 30% increase in 1:1 fan engagements, and most critically, a 54% increase in average global sentiment. 

TCLV23’s top-performing platform was TikTok, where we saw an increase of ~11K followers. Our top performing TikTok post to date garnered ~3.6 million views, and features Tubbo (5.2M Twitch followers) taking a bite of the grass the social team carried around and offered attendees to touch. 

TwitchCon hit the global trending charts on the first two days of the convention, peaking around #6, and was the #1 trend in Las Vegas across all three days. We even earned a shoutout from “Las Vegas Locally” for our touching grass activation.

Most significantly, feedback from streamers and fans alike was overwhelmingly positive – the shared sentiment being that something was different this TwitchCon… Twitch is back.


Video for Twitch Social x TwitchCon Las Vegas 2023

Entrant Company / Organization Name

Twitch X DEPT®


Entry Credits