To host, we partnered with Twitch – a social gaming website with huge membership, but no branded content experience. We challenged them to create the technology for a 26-hour live-stream that could handle massive amounts of web traffic and preserve the site’s native user experience.

Next, we got the word out to hardcore gamers with customized placements on social media, Xbox Live, editorial outlets, gaming blogs and influencer social channels to ensure that as many as possible were invited to view and join the tournament.

The Duracell Longest Lasting Tournament was the most watched Madden tournament ever, with over 33 million social impressions, 34,000 Twitch chat messages, 1.8MM views and 118.5MM media impressions. It sets a new bar for how functional claims can truly connect with and engage consumers. Feedback and engagement from our target consumer has been so positive that the platform will be extended over the next fiscal year, and the Twitch partnership has been expanded to be a key component of Duracell’s ongoing gamer outreach plans.