This was the very first 100% custom branded content activation created by the Twitch Brand Partnership Studio in Italy, as well the first time Twitch and Amazon partnered for a product launch in Europe.

The main three product elements the brand wanted to highlight were the camera, the multi-tasking features and its connectivity with other Galaxy devices. I selected three Italian streamers who could bring these features to life in different ways while sharing their main interests.

Ckibe kickstarted the festival at 18.00 introducing the Galaxy S22 and using it as part of a live drawing session. She is a gamer, but also a geek and a digital illustrator, so she decided to draw Pokémons during her 2-hours live stream.

She then raided viewers to Kodomo’s stream, who kept going through the smartphone’s feature by highlighting its camera. She is a photography enthusiast so she was happy to plan a “take pics like a pro” session for her audience.

Last but not least, Jody JDC closed the festival at midnight, after a 2-hours music session in which he connected the phone to his computer and used it to play a selection of songs. Since the launch happened right after Sanremo music festival, we leveraged on the momentum by having Jody sing some of the best Sanremo hits and comment them with the audience. He ultimately improvised a freestyle to got through the Galaxy features one last time in the most creative, surprising, and cool way.