Mixer
Ninja and Shroud make moves
Earned media campaign
––––––––––
New platform, who dis?
Not long ago, Ninja and Shroud—two of the biggest names in streaming— sent shockwaves when they switched from Twitch to Mixer. And we were the agency that created the announcement content. Ninja was first, and the news was top secret. We worked in a small team using code names, sequestered our editor, and kept everything hidden, not just from the world, but from most of our agency too. On a tight timeline, under cover of night, we concepted, wrote, filmed, edited, and launched the film that would break the internet (kinda). And then we did it again.
Results that almost broke the internet
14M views in 24 hours
No. 1 downloaded app in the App Store
No. 2 trending video on YouTube
No. 1 searched topic on Google
Strategy
––––––––––
Hinting at the future
We created a teaser for Ninja to post the day before his announcement, generating a ton of hype, excitement, and speculation for what was to come. At this point, the actual content of the announcement was still top secret. We ensured people would tune in the next day while keeping a close eye on the social media buzz to see if anyone guessed what was up. The internet started buzzing and, best of all, nobody knew what was about to happen.
Creative
––––––––––
A mic drop to end
all mic drops
The day after the teaser, Ninja shared the announcement video on his social channels. We turned the PR announcement trope on its head by casting Ninja in every speaking role, letting him bring the wacky comedy he’s known and loved for. The media and his audience gobbled it up to the tune of over 10 million views in the first 24 hours. Every major news outlet picked up the news and many shared our video with their articles. Mixer became the No. 1 downloaded app in the App Store and the No. 1 trending topic on Google. The video was the No. 2 trending video on YouTube, and Mixer got hundreds of thousands of new subscribers. The secret was out, the news was big, and according to the internet, our video had done it justice. Mic. Dropped.
And another one
After the huge success of the Ninja announcement video, we were tapped with doing the same for Shroud. Same goal, same expectations, tighter timeline. Our biggest challenge (besides pulling it off in nine days) was how to find the balance between Mixer’s offbeat quirkiness and Shroud’s certified first-person-shooter badassery. Thanks to some great neon lighting design and Shroud’s wonderful—and funny—girlfriend bnans, we were able to make it happen. He loved it. His audience loved it, but more importantly, we made sure the world knew that Mixer was serious about streaming. Big names will always make big moves.
Play along
Contact
Main office
123 NE 3rd Ave.
Suite 400
Portland, OR 97232
503-313-3491