After the release of our brand re-launch film, featuring our fictional “founder” Carl Hardee Sr. returning to take back control of his company and disavow the past 10 years of “marketing nonsense,” we decided to make a splash by taking things a step further: By blowing up the past -- literally -- with the help of the internet.

We produced a live interactive show on Twitch, where Carl Hardee Sr. demolished leftovers from our bikini-clad past with the help of the internet. Over the course of two hours viewers voted, and we exploded items such as an unused crate of bikinis, a giant drum of tanning oil, and a giant butt piñata.

We broadcast a two-hour live interactive show on April 8th on Twitch, where Carl Hardee Sr. demolished leftovers from our bikini-clad past with the help of the internet.

As we introduced each item up from destruction, we let Twitch viewers choose how that item got destroyed. For example, we brought out a few drums of tanning oil leftover from an old commercial shoot, then gave viewers two methods of destruction to choose from: Heaven or Hell. The people of Twitch voted, using a chat feature built into the platform. After the voting period concluded, “Hell” was proclaimed the winner and we torched the tanning oil with a flame thrower live on camera.

The Purge smashed Twitch branded content benchmarks and was one of their most successful branded partnerships ever.

Compared to an average branded content broadcast on the site, The Purge saw 2.5 times more concurrent viewers, 4.2 times more total minutes watched, 2.4 times more chat engagement and 69% more total views.

In addition to that, The Purge got the media buzzing and generated over 136 million unpaid, unique impressions for our reboot message.