What happened when Audible created a propaganda channel on Twitch [Video]

Winning The Drum Awards for Content in the AI category was a campaign by Twitch Brand Partnerships Studio and Audible. Here is the award-winning case study.

This year marks the 75th anniversary of George Orwell’s dystopian classic ‘Nineteen Eighty-Four’. Arriving four decades after the story’s setting, Audible sought to engage a new generation of listeners as it launched an Original audio adaptation, starring Andrew Garfield, Cynthia Erivo, Andrew Scott, Tom Hardy and Romesh Ranganathan.

Twitch is Gen Z’s live-streaming platform of choice, with a global audience of over 250m active users. Its core audience of 16-24-year-olds (famously hard-to-reach through traditional advertising) is passionate about everything live, from gaming to sports, music, cooking, TV, film or even just chatting. Sitting at the heart of the service are its Creators, who are not only experts in delivering compelling live entertainment, but also builders of the world’s most engaged online communities.

Despite Orwell’s …

Tags Global Marketing, Marketing, Marketing Strategies, Marketing Strategy, Social Media Advertising