The Geo-Challenge
Škoda
Company: Twitch
2023
The Brief
In 2023, Škoda launched a new global campaign to reposition the brand as enabler of memorable everyday experiences, with the claim “Make every KM count”.
The client asked for an activation in the Spanish market to engage its youngest target (20-30 y.o.) in a brand new way.
Idea
I developed a Škoda version of the popular video-game GeoGuessr - a casual game in which you accumulate points by guessing where you are on Google Maps Street View - and turned it into a challenge. The goal? To “make every point count”.
Content Strategy
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Talent Management
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Concept Development
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Content Strategy 〰️ Talent Management 〰️ Concept Development 〰️
Execution
Together with Twitch production team, we Škoda-fied the game with brand colors and key visuals and we hacked the scoring system: points were translated into KMs that could be used to travel across the country for free, thanks to Škoda.
We partnered with popular Spanish streamer and professional photographer Polispol, who played live from his Twitch channel, engaging his audience in the challenge.
A custom bonus system turned the stream interactive: viewers could help Polispol win the game by using Twitch Polls.
By the end of the stream, Polispol discovered the electric car Škoda kindly offered him to travel across the South of Spain. Ho chose his route with viewers and then left Twitch for the IRL experience. The activation continued on the talent’s social channels, where he documented the full trip via IG posts and Stories.
