Samsung x Halo Grappleshop
Samsung and Wieden + Kennedy came to us with the ask of how to take the punny idea of the "Grappleshop" and make it a reality in a way that would resonate with gamers so we leveraged some of Twitch's most iconic content phenomena--24-hour marathons and the chat-controlled TwitchPlays trend--to put on Samsung's most successful brand activation on Twitch to date. The idea in a nutshell was to turn the Grappleshot from Halo: Infinite into a glorified toy claw machine that anyone and everyone on the internet could control together to win very real and awesome prizes.
Building the Most Epic Claw Machine of All Time
One of our biggest challenges was to build a system that was familiar to the Twitch audience, but worked with real-life robotics on a custom-built (and quite frankly, dangerous) set.
Building the Most Epic Claw Machine of All Time
The Grappleshot became a dressed up robotic harpoon gun that ran on an invisible coordinate grid that Twitch chat could control with live polling to aim and shoot items to win prizes, extend the stream time, and unlock secret challenges and easter eggs.
Immersive Graphics Package
We created an integrated graphics package--both on set and on broadcast--that reacted to every action taken by Twitch chat during the event.
Immersive Graphics Package
Comical, interactive segments woven throughout the event put viewers in the drivers seat, allowing them to unlock and super-size exclusive deals throughout the day.
Stunning Stats
The event resulted in Samsung's most successful Twitch activation to date--and by a long shot--smashing all previous numbers and expectations.
Stunning Stats
Turns out that taking a risk and kicking the door in on your content strategy can strike a perfect chord with the right audience.
