Twitch Glitchcon
Tinsel helped Twitch create GlitchCon 2020, delivering personalized experiences for top creators during the pandemic. With 25 nationwide locations, custom tour buses, and at-home activations, Tinsel reached over 5 million followers, boosting brand engagement.
5.8M
Social engagements across Twitch and mainstream platforms during the campaign.
“You guys put so much time and effort into this I can tell. It makes me wanna cry ”
Tfue - Platinum Twitch Creator
Project Overview
For Twitch’s first-ever GlitchCon during the pandemic, Tinsel was tasked with creating personalized experiences that would deepen connections with Twitch’s top creators while safely accommodating them at home.
As TwitchCon 2020 was canceled, Tinsel helped bring the experience to life with custom-designed tour buses, trailers, and backyard activations, all reaching creators across the country. The program ran in 25 locations nationwide, connecting streamers with their fans through exclusive, personalized activations, including gifting, hospitality, and entertainment.
Experiential Strategy
Tinsel designed a nationwide experiential campaign that spanned 8 weeks and reached over 5 million followers and super-fans across Twitch and mainstream social platforms.
By crafting hyper-personalized, concurrent activations, Tinsel fostered deeper brand loyalty among creators and their audiences. This initiative was strategically planned and executed, with 25 simultaneous experiences across the United States. A particular highlight was the combination of exclusive at-home setups, zen pods, and custom activations that allowed creators to relax and recharge while maintaining their brand presence.
Creative Development & Execution
Tinsel’s creative team developed a cohesive experience that showcased the personal connection Twitch values with its creators.
Custom-designed buses and trailers traveled to creators’ homes, offering one-of-a-kind experiences, from personalized gifting to food & beverage hospitality. With a tight two-month turnaround, Tinsel delivered the entire program, including detailed logistical planning, site design, and execution. The experience gave Twitch’s creators a sense of refuge and excitement, transforming their homes into an extension of their on-stream persona.
Covid-Safety Protocols & Logistics
Given the global pandemic, Tinsel implemented a comprehensive Covid-19 safety policy, consulting with medical experts to ensure safe delivery of the experience.
Over the course of five days, more than 200 tests were administered across five states. Tinsel's meticulous planning ensured the health and safety of creators and teams, allowing the program to operate smoothly while prioritizing public health. This included developing new systems and processes for team invoicing and finance to manage the scale of the operation.
Results & Engagement
The GlitchCon program saw tremendous success, reaching over 5.8 million social engagements across Twitch and mainstream social platforms.
The campaign ran from November 12 to November 16, 2020, and generated significant buzz within the gaming community. In total, the activation involved 18 drone deliveries, 75 snack packs, 21 zen pods, and 4 home experiences. The event not only nurtured brand loyalty among Twitch’s top creators but also created meaningful connections with their global followings.
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