We brought together Toshiba TVs and Defected Records to create a partnership that streamed the best of Defected Croatia 2021 live on Twitch. But just live streaming DJ sets is so 2020... So we created an even more immersive experience to give viewers a vicarious taste of what it’s like to be at the festival: a live magazine show that broadcast the best of the festival, every day of the festival.
At 10pm Croatian time (which was 9pm UK time – perfect for our audience), fans could tune into Y/OUR HOUSE via Twitch and experience all the highlights from the day. The show included interviews with headline acts, the best moments on the dance floors, stories from punters on the ground, and all the magic you’d enjoy if you were actually there.
The campaign ensured we got Toshiba TVs into the hands of super fans who couldn’t travel to Croatia. Although it pulled an audience that was primarily in the UK, it also included people tuning in from Australia, Russia, the USA and elsewhere.
The partnership was a perfect fit. Defected Records is fundamental to Twitch’s music strategy, and its values of equality and diversity are closely aligned to those of Toshiba UK.
Y/OUR HOUSE blended the authenticity of a live show with the polished production values of a highlights video. Each show documented the vibrancy of the festival and gave you the feeling of genuinely being there. To achieve this, and to break the traditional mould of TV production, we had a network of roving reporter-shooter-editors using a range of kit from iPhones to Black Magic cameras. This mobile, low-impact approach captured the authentic feel of the festival and allowed the teams to get into the heart of the action.
The awareness campaign evolved as the campaign did. It helped create hype before the festival, it drove up live viewership during the festival, and it made sure the views still kept on climbing after the festival for all those wanting to relive the action vicariously. We used social extensively and across multiple accounts between both Defected’s and Toshiba’s online families. This allowed us to build interest in what was happening at the festival, while also offering an easy way to tune in. A large percentage of the impressions were organic across both brands, showing the global appetite for this kind of content (and that people were ready to celebrate the ‘end’ of lockdown).
Fans could tune into the show on Defected’s Twitch page and microsite, which we updated daily. While the Defected Twitch page focused on live content, the microsite allowed fans to tune into the show (both live and on catch up), find out about Toshiba TVs, and also enter a competition. The microsite evolved through three phases to ensure the best content was always available.
Party packs were given away to Defected super fans who couldn’t make it, as well as to Toshiba TV competition winners. The packs included fun ways to vicariously enjoy the festival – loads of Defected merchandise, along with a Twitch-enabled Toshiba smart TV and sound bar. The gifts’ arrival and unpacking was part of the experience and led to additional social streams from the recipients.
It is no surprise, we are finalists for The Drum Content Awards 2021, with results like these:
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