Porsche’s Four-Hour Twitch Audience Game
To unveil its first ever all-electric race car, Porsche hosted a four-hour live role-playing game on live-streaming platform Twitch, in what the German car maker referred to as "an escape room meets [Netflix's interactive Black Mirror episode] Bandersnatch".
To uncover the car, Formula E Unlocked let audience members vote in real time to direct the actions of two Porsche Formula E drivers, navigating puzzles and challenges – all set within a Porsche factory. The auto giant developed the experience with a group of gamers to include cultural references that would resonate with them, as well as puzzle and game mechanics they'd feel familiar with. Over the course of the event, which took place on August 28, about two million people interacted with the game.
The activation allowed Porsche to unveil its new-season Formula E car in an innovative way, while also discussing its advancement into green production practices. "Twitch offered us one-of-a-kind opportunities to reach out to younger target groups in an environment that is highly relevant for us," said Oliver Hoffmann, Porsche's director of marketing communications. "Together, we have created a unique experience."
The secret to its success was the fact that game content creators, influencers, social communities and professional gamers could interact through multiple online and physical platforms. This offers endless opportunities to establish organic brand touchpoints within this growing culture.