Cannes Lions

Amazon Prime Video - The Grand Tour Season 2: Battle Cars Live

TOOL, Los Angeles / Amazon / 2018

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Credits

Overview

Description

Amazon tasked a production company, with designing, promoting and executing a live global experience on the Twitch platform in the weeks leading up to the release of the new season. What made the idea so special was that users were constantly entertained for 4+ hours. They got to participate in an explosive version of Battleship, there was a wheel of punishment where influencers had to do ungodly things if their board had a exploded, they got to talk smack with each other on Twitch chat, and they got to sample episodes of The Grand Tour in between games.

Execution

The project featured two 1-hour live streams, hosting a real life version of the classic game Battleship. Each square of the life-sized game board was rigged with different levels of explosives. Using live chat and custom overlays, users could join a team and select squares on the grid for destruction. More than 170,000 Twitch users actively participated in the game itself through custom extensions created for the event.

Outcome

Custom "The Grand Tour" Twitch emoticons (platform specific emojis) were created for the event and were posted by users more than 2.5 million times the week of the event. This campaign succeeded in increasing global exposure for The Grand Tour, with “Battle Cars Live!” netting a 140% increase in average international viewership for live Twitch events.