Orange Bank carried out an activation called “Orange Bank of subs” with 3 streamers on the platform Twitch (mainly dedicated to gaming). We analyzed the system put in place, the reception of this activation by the various audiences exposed as well as the visibility and valuation of the operation for Orange Bank.
Activation concept
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Streamer and Youtuber Deujna[/caption]
3 streamers (the streamer Skyyart did not participate in the end) compete in the Switch game Mario Kart, a vehicle race where you have to be the first to cross the finish line.
At the end of each race, a ranking is established between the streamers, which determines how many Twitch subscriptions (paid) they will have to offer to random people among the viewers of other streamers.
What is the promotion of the brand?
Orange Bank benefited from exposure via 3 vectors in the streams:
- The title of the videos “Orange Bank of Subs”
- The Presence Continuing the logo Of the brand
- The Broadcast of a Video On Each Stream at the end of the activation which presented the new SMS payment offer.
The Streamers Also Had Set Up Bots in their chat Which indicated a link to a contest page that allowed you to win a graphics card. Doigby In particular, had a personalized Bitly link allowing the tracking of its audience.
What performances?
The audiences of the 3 streamers combined represented 22% of the French Twitch audience May 27 from 15:45 to 18:15. Doigby had a peak at 7.1K viewers But has similar results to Deujna in terms of cumulative views (23-24K).
Using logo recognition, it is identified that viewers were exposed for an average of 34 minutes. To the Orange Bank brand during this activation, which represents a Valuation of 135K €.
What is the perception of audiences?
We Have Excerpt 20,000 comments from cats streamers and excluded noise from our analysis.
In the messages analyzed 96% referred to the game or streamer, 4% at Orange Bank (3% if we exclude orders “! orange bank”). We analyzed these mentions specifically.
Apart from messages that did not express specific ideas (27%) we note a Large volume of questions about the operation or mentions of a bug with the link in the chat.
We Note Some Positive references To the Brand But Also A few detractors Against Orange in General and not specific to Orange Bank.
Without being mentioned at the same time as Orange We Note The evocation of lydia (7 mentions) in comparison with the new service presented. In particular, the fact that Lydia is free is mentioned.
Conclusions
Positive but a lack of information On the operation for spectators and technical problems.
An operation that made it possible to Promote Orange Bank's new product. The audience was able to be informed of the operation, in particular via chatbots available on each stream, but there was a Technical problem with links Highlighted the landing page being unavailable during part of the operation (probably due to too many connections).
We note a Association with the World of Gaming With the mention of the partnerships led by Orange with the team Vitality In particular or the media Rush Esport.
