Twitch animates an award-winning Amazon Prime partnership

Twitch was recently awarded a Bronze Distinction in the Shorty’s Augmented Reality category for its recent Fairfax AR activation. The Twitch activation promoted the launch of Fairfax, an Amazon Prime series centred around four middle school best friends from LA who primarily want to gain clout.

The promotion was brought to life through a two-hour sponsored livestream with fan-favorite Twitch creator, TheBlackHokage. What made this truly unique was that this was a technology-driven production and it transformed TheBlackHokage into an animated character in the style of Fairfax, essentially turning him into a VTuber – a content creator that instead of using their own image and likeness, opts for a virtual avatar using real-time motion capture technology.

By leveraging the increased popularity of the VTubing trend, as well as Twitch’s one-of-a-kind interactive extension such as voting tools, TheBlackHokage’s sponsored stream transported fans to the animated Fairfax world and immersed them in the series by getting viewers to engage in a global, community-driven setting.

The activation garnered positive sentiment results and demonstrated users who were exposed to the execution were likely to recommend the series to their inner social circles. This campaign not only drove interaction among viewers, it turned the promotion into pure entertainment by allowing the audience to be real-time participants in the immersive digital-first activation.