Cannes Lions

LEVEL 48

PEREIRA & O'DELL, San Francisco / SKYPE / 2015

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Overview

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Credits

Overview

Description

Have you ever wondered what it would be like to compete against your best friend publicly in an epic game-off? That’s exactly what internet comedy duo Jake and Amir did during Level 48.

Fans were able to watch, chat and participate in the outcome of all 48 levels of the game which included everything from designing the room to gameplay advice to plotting shenanigans via Skype on Xbox One with Lee, the event’s game master.

Execution

Level 48 is a two day live streaming event featuring CollegeHumor’s Jake and Amir, hosted by actor/comedian Bobby Lee.

The event launched with a teaser site and video announcing the event and showing off specific Skype features on Xbox One.

On the site fans could choose to support either Jake or Amir and easily join group chats on Skype to strategize and show their love for their team.

Throughout the event fans could Skype in, asking questions and delivering challenges, while twitter and other social channels were used by Skype and the fans to bring more people into the action.

Outcome

• 66% growth in XboxOne purchase consideration

• 30% increase in Skype feature awareness

• 21,489 hours streamed via Twitch

• 22% increase in Skype IM volume

• 4.4MM site and social engagements

• 49% over delivery of paid media

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