The Lavazza Arena
Lavazza
Company: Twitch
2023
The Brief
To generate awareness on Amazonia deforestation and highlight the Lavazza Foundation’s commitment in preserving the environment, Lavazza created a branded space on Roblox where people could play on a deforested football field.
They then asked Twitch to launch the activation at best to engage an audience of gaming lovers.
Idea
On the World Day of Action for the Amazon, Twitch asked some of its streamers to switch the iconic Twitch purple for green and invite people to play all together to make the deforested pitch grow back to life.
Media Activation
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Talent Management
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Media Activation 〰️ Talent Management 〰️
Execution
As media was planned in Italy and UK, the activation involved three Italian streamers and one in UK. Each of them was invited to try out the Roblox game live with their viewers during a 2-hour sponsored stream.
They discovered the area and then started to play, inviting fans to join them. While playing, they educated the audience on the issue of deforestation and explained the purpose of the activation with their own personal style.
During gameplay, they received an exciting surprise: football stars Giorgio Chiellini and Claudio Marchisio joined Roblox to play in the Lavazza Arena together with the Twitch community, creating even more hype and engagement!
For the special occasion, not only the streamers’ channels turned green, but the Twitch Italian and UK homepage were customised with the Lavazza Arena logo and key visual.
