DoorDash, American Express, and the NBA doubled down on Twitch to promote this year’s playoffs. This year’s 2021 NBA playoffs saw a lot of Twitch action from brands looking to reach Gen Z and Millennials on the platform. The NBA partnered with eight Twitch creators for its “That’s Game” campaign aimed at emphasizing basketball’s cultural impact; DoorDash developed a “Game Day At Your Door” original content series to unite sports, food, and culture within the basketball community; American Express teamed up with Twitch hosts Devin Williams and Marcelas Howard for a Triple-Double Watch alert alarm that promoted the brand’s Triple-Double offer (for when a player scored a Triple-Double in a playoff game), allowing card members to score 32% off at the NBAStore online for 24 hours the following day. Head of sales at Twitch also notes how the platform sees sports as an opportunity to grow beyond gaming, and with 71% of the Twitch community being 16-34-years-old the platform is becoming a youth marketing mainstay. (Campaign Live)
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