The COVID 19 infections in mid-2020 reached the highest levels due to the fact that young adults didn’t respect the security measures during the contingency, held different meetings and clandestine parties. They didn’t believe they were prone to contagion, and some did not even believe in the existence of the virus. This caused the number of infections to increase more and more.

Brief

Create an action with enough media force to make a change on young people's behavior and help to reduce the spread of the virus.

Objectives

Raise awareness and help reduce the COVID-19 infection curve in young adults in Mexico.

We infiltrated  COVID 19  into video games by changing the usernames of the two top players of Call of Duty in México: Alkapone and Tum Tum by: COVID_19. On Gamer’s Day we made a massive streaming on Twitch where thousands of gamers saw how this players were annihilating everyone.

We approached them through one of the most popular sniper video games in México: Call Of Duty. Aid by the two top players of the country that streamed the whole stunt on Twitch with amplification through our social media.

We faced a great challenge, managing to deliver our message in a precise way so that it was well accepted. In order to connect with the audience, we partnered up with the 2 top pro gamer influencers in Mexico, whom together manage to have almost 1.5 million followers on their Twitch accounts, this gave us the opportunity to reach more than 20 million young adults. 

Reaching over 20 million young adults, getting a positive sentiment about the campaign and our message

+ 75K UNIQUE VIEWERS

+19 STREAMING HOURS

+ 200K VIEWS

22M REACHED USERS

2.6M ORGANIC IMPRESSIONS

2.5M USER INTERACTIONS

98% POSITIVE SENTIMENT