How Company Promoted Itself by Broadcasting a 22 Hours Long Live Stream

Summary

Gonzo Media live-streamed Denmark’s biggest LAN-party, #GGfestival, to promote the brand and the company behind the festival – Gonzo Media themselves. The live stream had more than 90,000 unique viewers and had viewers every minute of the 22 hours long broadcast.

Publisher/Agency: Gonzo Media

Campaign: #GGfestival Livestream

Brand: #GGfestival

Country: Denmark

In addition to inviting the many gamers at home to take part in the fun, the broadcast also served to reinforce the brand of #GGfestival

Mission

#GGfestival is not just Denmark’s largest and most popular LAN-party for young gamers, it’s also a celebration of gaming, internet culture and online content creators, with more than 1,000 gamers and just as many guests and parents visiting for a weekend of fun.

But while +2,000 guests enjoy the YouTube and gaming, there are many more at home, who are prevented from joining. That was the inspiration for the live stream that shared all the activities and entertainment of the festival and broadcast it to an even larger audience via YouTube and Twitch.

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In addition to inviting the many gamers at home to take part in the fun, the broadcast also served to reinforce the brand of #GGfestival, as well as to promote the company behind #GGfestival – Gonzo Media – and Gonzo Media’s owned gaming news community, IZIPIZI [easy-peasy], which is the official host of the live stream.

Furthermore, the live stream allowed audiences to interact via chat with the YouTube creators, creating a stronger bond between fans and creators.

Along with the many activities and interviews on the live stream, it also connected sponsors with a unique and difficult-to-reach target group: notoriously hard-to-reach tweens.

Gonzo Media decided to formalise and conceptualise the live stream to involve a larger audience at home.

KPIs

The #GGfestival live stream started as an experiment. At the summer festival in 2016, in the spirit of gaming, Gonzo Media decided to apply the common practices of the gaming community of live streaming to the festival, in order to entertain a few viewers at home as well as interacting with the participants at the festival site. That experiment got more than 15,000 viewers over the weekend.

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Therefore, Gonzo Media decided to formalise and conceptualise the live stream to involve a larger audience at home. The KPIs were simple: at least 50,000 unique viewers and consistently having viewers throughout the weekend’s 22-hour-long stream.

Secondary, audiences include siblings and parents who also might be interested in seeing what the fuss is all about.

Target audience

The primary audience for the #GGfestival live stream is between eight and 15 years of age and enjoys gaming and/or YouTube.

Some of them are actually at #GGfestival while others watch from home, either because they weren’t able to go or wanted to see what #GGfestival is all about before deciding whether or not to go themselves.

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Secondary, audiences include siblings and parents who also might be interested in seeing what the fuss is all about.

Common for all viewers is a passion for gaming and YouTube.

The strategic approach was very simply to provide entertaining and engaging content that included both content creators and sponsors.

Strategic approach

The strategic approach was, very simply, to provide entertaining and engaging content that included both content creators and sponsors.

However, while the approach was simple, the setup was complicated. A 22-hour-long live stream with at least three cameras, multiple streaming channels – Twitch, Facebook and YouTube – gaming stations, community management across all three channels, junior-reporters on the floor and +25 of Denmark’s largest YouTubers in attendance and co-streaming.

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And most importantly – while there is an overall direction of the live stream – the audience dictates the development of the live stream as their comments inspire new activities and show developments. This means that the sponsors never know in advance what kind of content they will get for their sponsorships. A very unique and new kind of digital marketing for brands.

Gonzo Media executed this strategy by arranging fun and original events, happenings and contests, as well as interviews with and takeovers by its content creators. All in a very relaxed and informal tone, constantly inviting the viewers to chime in via the chat.

Creative idea

How do you make TV for children – who don’t watch TV anymore? You take advantage of their need to feel like co-creators.

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The #GGfestival live stream is a viewer-powered, influencer-attended, free-for-all TV show for the young gamer and YouTube generation (think Hatsune Miko – but in Denmark).

A sponsored 22-hour long live stream with everything that makes YouTube – streamed across Facebook, Twitch and YouTube alike.

Platforms

YouTube, Facebook, Twitch.

Some content creators would visit the studio for interviews and cosy small talk and some would do complete takeovers where their hands would be free to do whatever they wanted

Content distribution and promotion efforts

The live stream was distributed through Gonzo Media’s own channels on YouTube, Facebook and Twitch and supported by more than 25 popular content creators who would announce their participation in the live stream through their own channels.

Some content creators would visit the studio for interviews and cosy small talk and some would do complete takeovers where their hands would be free to do whatever they wanted for a set amount of time, usually 30 minutes to an hour.

Similarly, several of the attending YouTube influencers co-hosted the stream on the Twitch accounts.

Size of team involved

Creative concept and production: Gonzo Media

Co-hosts and participants: +25 of Denmark’s largest YouTube influencers

Livestream team: Promic, Whipspeed, Mark and team

Contributors: +90.000 viewers all over the country

More than 30,000 comments were posted.

Results


This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.

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