{"id":4267509,"date":"2024-10-11T17:28:41","date_gmt":"2024-10-11T15:28:41","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/sharing-the-magic-of-irl-events-through-social-media\/"},"modified":"2025-12-08T11:05:51","modified_gmt":"2025-12-08T09:05:51","slug":"sharing-the-magic-of-irl-events-through-social-media","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/sharing-the-magic-of-irl-events-through-social-media\/","title":{"rendered":"Sharing the magic of IRL events through social media"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Twitch<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Sharing the magic of IRL events through social media<\/p><\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >TwitchCon is a convention that gathers streamers and their communities to celebrate the culture of Twitch. <\/p><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" ><br>In its 9th year, TwitchCon landed in Las Vegas for the first time\u2013 and thousands traveled from around the world to attend the 3-day convention.\u00a0<br><br>DEPT\u00ae was challenged to <a href=\"https:\/\/www.deptagency.com\/service\/creative\/social\/\" target=\"_blank\" rel=\"noreferrer noopener\">amplify the conversation and excitement<\/a> around the event and give attendees and people watching from home a chance to be immersed in TwitchCon.\u00a0<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>TwitchCon is a convention that gathers streamers and their communities to celebrate the culture of Twitch. In its 9th year, TwitchCon landed in Las Vegas for the first time\u2013 and thousands traveled from around the world to attend the 3-day convention.\u00a0<br><br>DEPT\u00ae was challenged to <a href=\"https:\/\/www.deptagency.com\/service\/creative\/social\/\" target=\"_blank\" rel=\"noreferrer noopener\">amplify the conversation and excitement<\/a> around the event and give attendees and people watching from home a chance to be immersed in TwitchCon.\u00a0<\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"949609290\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"start\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>In the recent past, Twitch has faced waves of negative sentiment from streamers and their communities amidst service and policy changes, and competitors entering the market. With the bulk of Twitch activity happening online, this IRL (\u201cin real life\u201d) gathering at TwitchCon offered the opportunity to bring to life the culture of Twitch and show how it is still the best place for streamers and their communities.<br><br>With that in mind, they came to DEPT\u00ae, a long-time Twitch agency partner, to help amplify the conversation and excitement for the event. We recognized that Twitch socials are the first line of communication with users and can shape conversation and perception through a more humanized image of the brand<br><br>The Organic Social Media Team at Twitch had two major goals during TwitchCon Las Vegas:<\/p>\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Reinforce @twitch\u2019s reputation as a channel of value and trust for the community, reminding them \u201cWhy Twitch\u201d is the best place for streamers.<\/li><li>Take a \u201cFewer, Bigger, Better\u201d approach featuring a mix of streamers and keeping the focus on relevant topics with bigger swings, not just filling the feed for the sake of content.<\/li><\/ul>\n\n<p\tclass=\"text text-sans-24 block-text__text\"\n\t>We accomplished these goals by showcasing exclusive TwitchCon moments like a live proposal, exciting behind-the-scenes events, witty fan interactions, topical prompts, and highlighting exciting product and feature updates in an easy-to-digest thread, all showcasing @twitch as the go-to resource for attendees to share their live con experiences, as well as a source of major FOMO for at-home fans.\u00a0<\/p>\n<\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"949255129\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Bridging the gap between IRL and virtual attendees<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>With streamers and users alike making their way to Vegas, we commemorated the event by turning the trek to the venue into a game. We tapped into the weird and wacky on TikTok by designing an AR lens for fans to use on their way to the event, with Twitch\u2019s CEO as the launch post.<br><br>Using the beloved Twitch emote CoolCat as our avatar, we created a side-scrolling AR lens game on Meta where CoolCat needs to get to the TwitchCon convention center by collecting Twitch-related items and avoiding obstacles. The more items collected, the faster you get there.<br><br>We paired this with IRL elements around the event, like coasters and floor decals containing QR codes to access the game as they were in line at different booths. We also placed coasters with the QR code in TwitchCon\u2019s food court, Kappa Cabana, so that folks could play the game while waiting for their food or the next act to perform. We captured streamers playing the game throughout the weekend to inspire further use.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2021\/04\/twitchcon-las-vegas-group.jpg\"\n\t\t\t\t\talt=\"TwitchCon Las Vegas\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Something was different this TwitchCon\u2026Twitch is back<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>TwitchCon Las Vegas\u2019s organic social media accounts thrived. Compared to TwitchCon San Diego 2022, the brand saw an 81% increase in average impressions, a 102% increase in total active engagements, a 30% increase in 1:1 fan engagements, and a 54% increase in average global sentiment.<br><br>The gamified \u201cTwitchCon Runner\u201d AR lens we created also performed very well, with over 110,000 impressions in two weeks.\u00a0<br><br>Most significantly, feedback from streamers and fans alike was overwhelmingly positive \u2013 the shared sentiment being that something was different this TwitchCon\u2026 Twitch is back.<\/p><\/div>\n\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" ><strong>2023 Shorty wins<\/strong><br><br>Gold Honor (Live Events Coverage)<br><br>Audience Honor (Live Events)<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t81%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tIncrease in average impressions\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t3.6 million\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tTop performing TikTok post\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t102%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tIncrease in total active engagements\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":94,"featured_media":4267511,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#6340CB","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[41289],"case-category":[42669],"award":[],"person":[41655],"case-industry":[42674],"class_list":["post-4267509","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Featured work: A gamified experience for TwitchCon Las Vegas 2023 | 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