We created the first-ever, live, interactive fireworks show, and put the controls into the hands of viewers everywhere. Knowing that the internet will find a way to destroy everything, we invited everyone to take control of 4000 pounds of colorful explosives and sat back, waiting for something undoubtedly fun, and hopefully semi-safe, to happen. Through Mixer’s interactivity, users were able to spend the in-platform currency known as “Sparks” on various actions during the course of the livestream. This enabled them to control the frequency, order, and types of fireworks that were released.

The campaign began with a short teaser video revealing the Mixer logo for the first time. This video was released across various Microsoft, Xbox and Mixer social channels as a lead up to the main event.

On the day of the livestream, firework-themed promoted posts also ran across Microsoft’s owned channels, including Mixer.

For the main fireworks event, users were engaging with the hosts in real-time, utilizing Sparks as a way to access the interactive components of Mixer. The original goal was to have 1 million Sparks spent during the course of the event. The engagement, however, was far larger than anticipated, and 4.3 million Sparks were spent during the fireworks show.

To recap the experience, a video was immediately created and shared on Microsoft’s various channels, for those who were unable to join the fun live.

Overall, users set off 1450 fireworks, spending 4.3 million Sparks, in less than 30 minutes. Since the event, Mixer has gained more members than Facebook in the same time period.