ROLE: Product Manager
FOCUS: Cross-platform format development, partner coordination, branded content and launch
TAGS: Live Entertainment · Twitch · Branded Content · Cross-Platform
Overview
A co-branded activation connected Gran Hermano Argentina, the local edition of Big Brother, with Trivia Crack across live streaming, mobile play, social content, physical prizes and an augmented-reality experience with influencers.
Challenge
The project needed to translate the immediacy, fandom and community participation of a live reality show into several interactive formats without fragmenting the experience across streaming, mobile and social channels.
Contribution
➤ Coordinated the development of Twitch trivia experiences featuring exclusive Gran Hermano content and Trivia Crack merchandise as prizes.
➤ Supervised the connection between the live shows, the themed in-app feature, social communication and the complementary augmented-reality activation.
➤ Aligned content, product, marketing, talent and partner teams across a first cross-platform co-branding experience with Toyco, Paramount and Telefe.
Selected Evidence
➤ 7 live Trivia Shows supported by exclusive content and a combined social ecosystem of 6.3 million followers.
➤ A co-branded Instagram post reached 129K views and 2K interactions, compared with a 9.5K-view and 1K-interaction benchmark post.
➤ Related Twitter content reached 29K views and 8.5K interactions, compared with a 1K-view and 62-interaction benchmark.
➤ During the activation period, Trivia Crack returned to the top position in its App Store category in the first week.
Twitch trivia experience
"Trivia Nominados", exclusive themed feature inside the mobile game
Augmented-reality experience with influencers
