To achieve this, we orchestrated a captivating campaign with a primary focus on Twitch, a platform known for its passionate and tight-knit communities. Our campaign began by summoning seven streamers, for both the German and the Dutch market, to rally in a battle to protect the dragon reborn. They extended their invitations across Twitch, Instagram, and Discord, urging their communities to participate—be it online or at the fan event held on the set.
The heart of our campaign unfolded within a meticulously transformed castle, reimagined as a Wheel of Time world. This setting hosted interactive challenges inspired by pivotal moments from the series. Streamers worked together with their Twitch communities in the chat and those present on set to overcome these trials and fulfill their missions.
After the exhilarating streams, the fans present on set, joined by the streamers, were granted an exclusive sneak peek at the first episodes of the series before they even hit the streaming service.
After the big release phase we delved deeper into the world of "Wheel of Time" fandom by hosting a weekly talk show. On Twitch, two streamers came together each week to discuss the latest episode, fostering a sense of community and anticipation that kept viewers eagerly awaiting every new installment.
In 2022 the campaign got awarded with a Lovie award in the category Experimental and innovation.
Client: Amazon Prime Video
Market: DE + NL
Role: Creative Lead
Partners: Streamdoctors, Eva Riha & Sophie Hoozemans, Vertigo 6 and NoFomo.