Duracell wanted to make inroads with the gaming community.

Game controllers require batteries, but gamers don't really think about batteries when it comes to their gameplay because they are out of sight and out of mind.

Yet the fact is, nothing is more frustrating to gamers than interrupting their gameplay to switch out batteries when they die.

Duracell Optimum batteries have extra life, which means, more time gaming with less distractions.

Our goal was to create awareness and educate gamers on how Duracell Optimum batteries can enhance their gameplay experience.

We designed an experience highlighting the benefits of Duracell Optimum Batteries that naturally fit into the gaming environment, without interrupting gameplay.

How much "life" you have is the core survival metric and central to the gaming experience. This inspired the development of a bespoke brand widget that connects to the Xbox controller and displays the battery life on screen—demonstrating the benefit of Duracell in a way that gamers could understand.

We then partnered with some of the biggest Halo streamers for the launch of the new Halo Infinite game—in a month-long battery challenge on Twitch and YouTube—where gamers highlighted how Duracell improves gameplay.

We also rewarded fans, where one lucky winner was awarded to do nothing but play Halo Infinite in paradise at the Duracell Estate, which included luxury housing in Palm Springs, a personal chef and a housekeeper; all with the goal of enabling longer, uninterrupted Duracell powered gameplay.

The holiday season is a major period for both batteries sales and gaming, with new gaming consoles being launched and big demand for batteries used in toys and devices.

We identifies this as the opportune time to reach our audience, create awareness and educate gamers on the benefits of Duracell's most premium product, Duracell Optimum Batteries.

The problem was that no one associates batteries with gaming because they are out of sight and out of mind.

Yet the reality is, nothing is more frustrating to gamers than interrupting their gameplay, and switching out batteries when they die is the ultimate distraction.

Duracell Optimum Battery has extra life, which means it can provide more time gaming with less distractions.

So the strategy was to find an organic way to reach gamers where they live and help them understand how Duracell Optimum Batteries can actually improve their gameplay.

First, we identified the holiday season as being the perfect time period for both batteries sales and gaming.

We then identified Twitch and YouTube as key places our gaming audience lives.

We then set out to design an experience that would highlight the benefits of Duracell Optimum Batteries without interrupting gameplay and was a natural fit.

It started with the development of a bespoke brand widget that connects to the Xbox controller and displays the battery life on screen.

We then partnered with some of the biggest Halo streamers for the launch of the new Halo Infinite game—in a month-long battery challenge, where the bespoke brand widget helped demonstrate the benefit of Duracell Optimum Batteries and gameplay.

Fans responded in real-time as influencer Twitter and Instagram channels helped socialize the experience even further.

Duracell - Get In The Game was an innovative and highly engaging experience for our gaming audience, doubling positive social conversation and dramatically increasing brand favorability.

+193MM Impressions

+32MM Minutes Watched across sponsored streams with widget

Average Concurrent Viewership of 20K viewers per stream

+9.7MM social media impressions

+26 Brand Favorability