THE RACE TO WORLD FIRST

We assisted lifestyle brand RUNTIME in participation of one of the highest viewed live streaming events of the year, achieving over 6.7 million hours watched.

The collaboration included product management, brand integration, content design, communication strategy, on-site management, social media and sales.

The stream ran 24 hours a day with live studio coverage from Krefeld, Germany for 10 days, in the race to see which team would claim a world first in the latest content update for World of Warcraft.

Event KPIs:

• 180K Concurrent Viewers

• 3 Million+ Unique Viewers

• 6.7 Million Hours Watched

It was the perfect opportunity for the client – who had previously focused on the German market – to break into North America for the first time.

We helped RUNTIME to achieve this by creating content relevant to the core viewing audience, whilst effectively bringing the human side of players into focus for the first time in World of Warcraft esports.

The highest impact came without paid advertising – it came from engagement that showcased the products and the efforts of the players and the audience.

RUNTIME became the primary news source for candid, behind-the-scenes footage during the race – thanks to our communication with the main stakeholders and close proximity to the players.

Over the course of the event, over 1,000 direct to consumer sales were achieved outside of RUNTIME’s usual sales funnel, generating triple the sponsorship investment in event sales alone.

Results Achieved:

• 1,000+ Organic Sales

• 5,000+ New Twitter Followers

• 500k Earned Impressions

Special events, giveaways and promotions were offered throughout the event to boost sales, spotlight products and to connect with the audience in a meaningful way.

Race to World First ended on a high-note, true to Play Context’s motto Right Place, Right Time.

The partnership with RUNTIME was another example of how we collaborate to create goosebump moments for our products, business partners and clients.