With a selection of Hasbro board games, we entered the globally most famous digital live gaming channel TWITCH, known for their life streams of online gameplay. We turned it into a channel for games played OFFLINE as well. Welcome to the #HasbroPlaydate night. We could convince top YouTube influencers to engage with offline board games in a TWITCH live stream, including all expected interaction with their followers, all while showcasing them having a great time and massive fun playing the games together.

We created a live-stream board game event-night with four relevant but different influencers from the sphere of social media blogging. These vloggers were selected from the categories of comedy, lifestyle, gaming and music. We chose to use differing categories to expand the overall reach, as they each had a very different base of followers. The vloggers promoted the event on every social media channel they are active on (YouTube, Instagram, Facebook, Twitter) before, during and after the actual event. Viewers of the live-stream were able to interact and communicate via a live-chat and help them to guess words and give them clues on the games being played.

We had the highest social media interaction from Millennials, the people we wanted to reach in our business challenge. The campaign made it possible to connect offline-gaming with the online world. We generated over 20.000 likes, 147.000 impressions and 7.600 comments through this campaign. This equals 50 times as much interaction as an average influencer campaign in Austria.

With an uplift in sales up to 30% after just two weeks, we knew that our campaign was successful. Suddenly the younger audience started to talk about board games and good old fashioned game nights again.