Jun 16, 2022
In Welcome to the Arts Forum
Marketing partnership of competitive gaming Coinbase User List tournament Twitch Rivals, the bank’s sponsorship of Twitch’s month-long SUB tember event in September 2020 was designed to support creator monetization through a subscription promotion and delivered strong results, per Twitch. Viewers could support their favorite streamers by Coinbase User List purchasing discounted multi-month subscriptions that unlocked exclusive content, points, Twitch-specific emoticons and more. Capital One’s sponsorship offset the discount, letting streamers receive the full value of new subscriptions. The initiative was developed with Coinbase User List Horizon Media. The financial services brand plans to do more Twitch activations throughout 2021 in a bet that the streaming platform can help it forge deeper engagements with ad-averse consumers and those who prefer community-centered content. Dive Insight: As consumers turn to online gaming Coinbase User List or streaming for entertainment during the pandemic, brands are following suit and attempting to make themselves relevant on popular emerging platforms. Capital One’s sponsorship of SUB tember on Twitch appears to have been designed to find a less intrusive way to get in front of Gen Z and young millennials, Two key age groups that have all but Coinbase User List shunned traditional ads, helping the brand establish some goodwill among potential customers while demonstrating its mission to simplify transactions and financial wellness. This marketing approach requires a heavier investment from brands in understanding the nuances of Twitch’s community, but it’s one that could spur deeper connections with ad-averse audiences and those who prefer community-centered content, Nathan Lindberg, Twitch’s regional vice president East, said in emailed statements. In Capital One’s case, the financial institution took a creator-led method to let individual streamers determine what offerings would resonate with their respective subscribers.