Twitch + Wicked: For Good

Livestreaming / Promotional Event / Charity / Social / PR

Every so often in this business, the stars align to present an opportunity that almost makes TOO MUCH sense. An idea so wonderfully perfect that practically sells itself.

So when I was charged with creating the first-ever sponsorship package for Twitch’s annual charity event, Together for Good, I did so with one brand IP in mind: NBCUniversal’s Wicked: For Good.

I did have to still pitch it to them, of course. But luckily, my cohorts at Amazon were cooking up a little magic of their own. So when approached NBCUniversal with the idea of a huge cross-organizational effort between Twitch Marketing, Twitch Brand, the Twitch Brand Partnership Studio, and the Amazon Brand Innovation Lab—all in the name of promoting and actually doing good—it was impossible for them to say no.

Someone had to be at the center of it all, “herding the cattle,” so to speak. That someone would be me. Be careful what you wish for, right?

But it was worth it, because the result was a massive success that was only possible with 100% buy-in from all involved.

Led by a incredibly successful Prime Early Screening ticket promo, peaking with four-hour livestream launch event for Together For Good that coincided with the film’s epic premiere in NYC, and rounding out the campaign by helping raise more than $1M for charitable causes across Twitch, we brought the world ofWicked: For Good to every corner of the Amazon Canvas in a collaborative activation that truly defied gravity.

The Work

The launch stream encapsulated audiences live on the Twitch homepage for the entire four-hour broadcast.

The stream idea: A stream-a-thon-like setup where we feature two Twitch Streamers (and bonafide Wicked superfans) as our hosts, allowing them to give a variety of other creators the spotlight to showcase their unique talents, all the while having professional Hollywood makeup artists transform the hosts into Glinda & Elphaba—LIVE.

Our broadcast kicked off the Together for Good event by raising nearly $80K in just under four hours!

For the first time ever, Twitch leaned heavily into the Wicked IP, giving our sponsor extensive amounts of real estate across highly coveted assets like the program logo, global emotes, chat badges, and on-site notifications.

The Wicked-inspired global emotes were used a total of ≈1.5 MILLION times over the 12-day event (Elphaba flew over Glinda at 519K uses vs. 446K uses, respectively).

To announce the Together for Good partnership with Wicked: For Good, Twitch shared the stage with a sponsoring IP in a way that has never been done before.

An update was posted mid-campaign to keep the great fundraising momentum going strong.

Chat was locked in and thoroughly engaged for the entire broadcast. We also brought a ton of new viewers to our participating Twitch Streamers, helping them elevate their careers while they helped raise money for a good cause.

Across social, our talent, the surprise recipient of our donations, and even other charitable organizations, like Giving Tuesday, all posted about our efforts.

A quick look at how Amazon & Wicked took over NYC for the Early Access premiere.

The limited-edition boxes of Wicked-themed goods were given away exclusively at the NYC activation. EXCEPT! If you weren’t lucky enough to be there, your only other chance to win was during our Together for Good launch stream.