On Saturday, 20.02.21, Samsung hosted a gaming livestream on their new Twitch channel (@SamsungBenelux) with 6 ambassadors (2 Belgian gamers: @Abulic and @WilliamBoeva, 2 Dutch gamers: @Ronald, @Puxque, 2 Dutch Hosts @LekkerSpelen, @Egbert). The ‘Samsung Game Off’ was a competition between borders to see which country has the best multiscreen gamer on mobile, desktop and TV. Viewers could make a chance of winning a full Samsung Gaming Set-up with a value of €8.950. Watch the full livestream here.
We wanted to simulate a replacement for physical gaming events during the pandemic, as a haven for the Belgian and Dutch gaming communities.
— JÉRÉMY GRETIC, COMMUNICATIONS ADVISOR OONA
The core of online gaming is situated on Twitch. Since the pandemic, this Amazon owned platform has gained even more viewers – making it the clear vehicle to use for our campaign. We wanted to simulate a replacement for physical gaming events during the pandemic, as a haven for the Belgian and Dutch gaming communities. The result was a production that was live captured in 2 studios, one in both countries, and streamed on Twitch.
There was interactivity with the viewers: they could use boycotts in the chat, such as smoke screens and nerf guns, which stunned their opponents, making it difficult for them to play. Viewers could also collect hints and different letters to make a word that they would email. The first one who emailed the right word won the prize.