𝐄𝐋𝐄𝐂𝐓𝐑𝐈𝐅𝐘𝐈𝐍𝐆 𝐓𝐇𝐄 𝐅𝐔𝐓𝐔𝐑𝐄

The sleek and charged ID.3 model awaited its moment in the spotlight.

Our mission? To pivot seamlessly, ignite curiosity, and redefine Volkswagen’s essence.

The road ahead was uncharted, yet our compass pointed to the hearts and minds of the next generation.

But the ID.3 wasn’t mere transportation; it was a bold statement. We painted it as the cool kid, the one that didn’t just move you but made you feel like a trailblazer.

As content consumption habits shifted (adblock, ad-free streaming, bite-sized videos) we adapted. Engaging the entrenched youth in gaming and online communities required fresh strategies.

Enter Twitch, a megatrend, not just a niche. Beyond gaming, it posed challenges and opportunities.

In Germany, where 37% of users are 18-24, the Twitch audience held immense value for advertisers.

Our approach? Native, value-driven brand communication, recognizing gaming as a trendsetting force in digital culture.

𝐖𝐈𝐍.𝟑 𝐂𝐇𝐀𝐋𝐋𝐄𝐍𝐆𝐄

At the heart of our campaign lies an innovative gaming tournament concept — a collaboration with Twitch. Picture this: five communities led by their favorite streamers, locked in thrilling challenges. But here’s the twist — viewers aren’t mere spectators; they’re players.

Introducing the WIN.3 Challenge on Twitch — an unparalleled format that weaves together three games, three competitions, and three Gen Z-centric themes across 30 hours of live content.

Over a week, these five communities clash in three beloved video games — Minecraft, Mario Kart, and Trackmania. But it’s not just about racing; it’s about sustainability. Viewers actively participate — e. g. spotting items, tallying points for their followed streamers.

And the crescendo? The ultimate showdown on a custom Trackmania track — 𝐀𝐔𝐓𝐎𝐏𝐈𝐀 — a pure electric wonderland, a racetrack paradise for every gamer.

𝐑𝐎𝐀𝐃 𝐓𝐎 𝐀𝐔𝐓𝐎𝐏𝐈𝐀

Crafting a narrative around Innovation, Intelligence, and Sustainability, integrating them into Mario Kart, Minecraft, and Trackmania challenges. Partnering with Twitch, we orchestrate a tournament led by popular streamers, engaging five communities in tasks linking the Volkswagen ID.3 with electric mobility.

𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Viewers influence game events, shaping Mario Kart setups, aiding streamers in Minecraft, and discovering ID.3 easter eggs in Trackmania.

𝐒𝐭𝐫𝐞𝐚𝐦𝐞𝐫 𝐌𝐢𝐬𝐬𝐢𝐨𝐧: Streamers vie for victory in the overall WIN.3 challenge, with the added incentive of unlocking a community prize from Volkswagen.

𝐃𝐲𝐧𝐚𝐦𝐢𝐜 𝐆𝐚𝐦𝐞𝐩𝐥𝐚𝐲: Streamers earn points in Mario Kart and Minecraft challenges, while viewers actively participate in chat, earning bonus points aligned with themes of Innovation, Intelligence, and Sustainability. These points seamlessly transition into the Trackmania Finale Tournament — AUTOPIA.

By maximizing interactivity and weaving these themes into gameplay, we create an engaging platform that resonates with Gen Z, subtly aligning Volkswagen with sustainability and future.

𝐑𝐄𝐃𝐄𝐅𝐈𝐍𝐈𝐍𝐆 𝐆𝐀𝐌𝐈𝐍𝐆 𝐄𝐗𝐂𝐄𝐋𝐋𝐄𝐍𝐂𝐄

Within the 30-hour WIN.3 Challenge, a meticulously crafted narrative unfolds, seamlessly blending elements of gaming, streaming, and community engagement.

As streamers navigate challenges in Mario Kart and Minecraft, viewers actively participate in chat, earning bonus points that propel the competition forward.

Central to this experience is 𝐀𝐔𝐓𝐎𝐏𝐈𝐀, a Trackmania map intricately inspired by the VW ID.3, resonating with themes of innovation, intelligence, and sustainability.

Trackmania, available on e. g. PlayStation, Xbox, and Nintendo, boasts easy-to-learn, hard-to-master gameplay and offers creative tools to create custom content.

We created an entire world. AUTOPIA, our themed track, is split into three sections, each with two mini-games: Curling, Micromachines, Stunt, Parkour, Follow Me, and ChargeUp Race, totaling 6 games.

Spanning major gaming platforms, AUTOPIA exemplifies the vast creativity in gaming. Amid intense competition, streamers challenge themselves while viewers support them, leading to an exhilarating final race to crown the WIN.3 champion.

𝐅𝐔𝐄𝐋𝐈𝐍𝐆 𝐆𝐀𝐌𝐈𝐍𝐆 𝐄𝐍𝐓𝐇𝐔𝐒𝐈𝐀𝐒𝐌: 𝐖𝐈𝐍.𝟑 𝐂𝐇𝐀𝐋𝐋𝐄𝐍𝐆𝐄 𝐄𝐋𝐄𝐂𝐓𝐑𝐈𝐅𝐈𝐄𝐒 𝐀𝐔𝐃𝐈𝐄𝐍𝐂𝐄𝐒

The WIN.3 Challenge ignited across 15 influencer channels, delivering nearly 30 hours of electrifying branded content featuring the Volkswagen ID.3.

On Twitch, its impact was seismic, amassing a staggering 𝟏𝟒𝟏,𝟕𝟒𝟔 𝐇𝐎𝐔𝐑𝐒 𝐎𝐅 𝐖𝐀𝐓𝐂𝐇𝐄𝐃 𝐁𝐑𝐀𝐍𝐃𝐄𝐃 𝐂𝐎𝐍𝐓𝐄𝐍𝐓, with challenge streams alone garnering 𝟏.𝟗 𝐌𝐈𝐋𝐋𝐈𝐎𝐍 𝐇𝐈𝐆𝐇-𝐐𝐔𝐀𝐋𝐈𝐓𝐘 𝐈𝐌𝐏𝐑𝐄𝐒𝐒𝐈𝐎𝐍𝐒.

This immersive experience not only elevated perceptions of Volkswagen and the ID.3 but exceeded expectations. Image dimensions like 𝐈𝐍𝐍𝐎𝐕𝐀𝐓𝐈𝐎𝐍 and 𝐄𝐍𝐕𝐈𝐑𝐎𝐍𝐌𝐄𝐍𝐓𝐀𝐋 𝐅𝐑𝐈𝐄𝐍𝐃𝐋𝐈𝐍𝐄𝐒𝐒 surged by +9% and +6%, respectively, surpassing the targeted 5% increase. Other facets saw equally impressive gains, with 𝐆𝐎𝐎𝐃 𝐕𝐀𝐋𝐔𝐄 𝐅𝐎𝐑 𝐌𝐎𝐍𝐄𝐘 climbing by +12% and 𝐅𝐈𝐓𝐒 𝐈𝐍𝐓𝐎 𝐓𝐇𝐄 𝐆𝐀𝐌𝐈𝐍𝐆 𝐒𝐂𝐄𝐍𝐄 by +8%.

Compared to a 2022 campaign, the ID.3 𝐄𝐍𝐆𝐀𝐆𝐄𝐌𝐄𝐍𝐓 soared by 60%, securing a 45% higher 𝐌𝐄𝐃𝐈𝐀 𝐕𝐀𝐋𝐔𝐄 through in-stream placements.

Crucially, ID.3 𝐀𝐃 𝐑𝐄𝐂𝐀𝐋𝐋 surged by +14% (vs. benchmark), with Volkswagen 𝐁𝐑𝐀𝐍𝐃 𝐑𝐄𝐂𝐀𝐋𝐋 leaping by 12 percentage points.