THE CHALLENGE

Streaming platforms have grown tremendously in the last couple of years, and since the beginning of social distancing, Twitch has seen an influx in gaming and non-gaming content.

Some media outlets and journalists in the Latin American region are being left behind by the quick evolution of technology and digital platforms and are missing all of the opportunities and perks of being part of this conversation, which represents a great opportunity for Twitch to position itself amongst them. We took this challenge as opportunity to further position Twitch as a global community that comes together each day to create the future of entertainment and unique experiences.

THE WORK

Our main goal was to educate media outlets in the region so they are able to fully dive into the available features and the workings of the platform, while providing them with the tools to have a better understanding of topics related to Twitch itself.  Toward that end, we created two sessions with Tier 1 journalists from media outlets that share the same beat (lifestyle, tech, entertainment, general news and trends) where the main topic would be the ABC’s of the platform and its main features explained by Twitch spokespersons Ignacio Estanga, VP Partnerships Twitch LATAM, and Gabriela Loyola, Head of Sales Twitch Mexico.  These sessions were also supported by the participation of local streamers /mym_alkapone and /Schebeu of interest to the attending media who were able to share their experience and perform a short demo demonstrating the different opportunities within the platform.

THE RESULTS

These sessions gave journalists the opportunity to increase their knowledge and establish a long-term relationship with Twitch by giving local (Mexico) examples and offering a safe place to express their doubts.

  • 14 journalists from Tier 1 media covering sports, lifestyle, tech, business, marketing, entertainment and general news, such as InStyle México, Sopitas, Animal MX, MedioTiempo, Expansión, Xataka México, and Excélsior

  • An overall positive feedback from journalists

This goodwill activity resulted in some of the attending media starting their own channels on Twitch.


Dialogue