Duracell has jumped into the live streaming and eSports worlds with Twitch to offer Madden NFL 15 gamers a chance to win a trip to Super Bowl XLIX in Phoenix. The Duracell Longest Lasting Tournament kicks off Jan. 16 at 4PM ET/1PM PT and runs for 26 straight hours on Twitch and Xbox One via DuracellTournament.com.
NFL players Arian Foster, Maurice Jones-Drew and Patrick Willis will partner with Madden pros Stephen Gibbons, Zach Farley, Eric “The Problem” Wright, Sam “Fiasco” Policicchio, Peter “Litezout” Calefato, RONEFFECT77, IMROSEBOWL, HASHUGZ7 and QJB to form Team Duracell. The player who holds the longest win-streak at the end of the 26-hour tournament could win a Super Bowl prize package. The two runner-ups will receive $5,000 and $3,000 in cash, respectively. Duracell is also giving away autographed gear and the new Duracell IonSpeed4000 Charger with 4AA batteries. Every contestant will get a Duracell/Twitch t-shirt.
Ramon Velutini , Duracell brand manager, explains what opportunities eSports and Twitch have opened up for the company in this exclusive interview.
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What has Twitch opened up as a marketing tool for brands today?
As a live video platform and community for gamers, Twitch allows brands to effectively reach gamers and also provides the opportunity to stream events such as the Duracell Longest Lasting Tournament, which allows consumers to interact with the brand in a personal and relevant manner.
What impact has Amazon buying the company had on giving even more validity to livestreaming’s power and influence?
Twitch has had a very large and dedicated user base for some years now, so I think their track record already had great validity in the marketplace. Now with Amazon, I just expect that the brands using the platform to reach young consumers will continue to grow.
Where did the idea for this campaign come from?
Duracell Rechargeable batteries last for 26 hours of non-stop gaming in the Xbox One controllers and we wanted to showcase that to people in a way that was unique and engaging. Twitch is the leading game streaming platform and Madden is an iconic game which fits very well with Duracell and its NFL partnership, so everything came together very nicely.
How big an audience do you hope to attract with this tournament thanks to the Super Bowl tickets?
We are trying to reach every Madden player in the US. Anyone with an Xbox One can sign up at duracelltournament.com.
What does the interactivity that Twitch opens up with the community add to this experience of connecting with NFL pros?
It helps connect gamers with real NFL pros in a way that is unique, seamless and fun. It doesn’t get much better than playing against real NFL players on Madden.
Who are the gaming legends involved with this tournament?
We have 3 NFL players that are known to be avid Madden gamers: Patrick Willis, Maurice Jones-Drew and Arian Foster. On top of that we recruited for “Team Duracell” some of the top Madden gamers in the world: Problem_Wright, Roneffect77, Hashug27, LitezOut, Maddentips, amongst other.
What impact do you feel having pro football players and pro video gamers together in this format will have on attracting a wide audience?
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It is already drawing thousands of people to sign up for the tournament as it provides a unique opportunity to gamers to play against the most prolific gamers in the industry!
What type of validity does an event like this bring to the burgeoning eSports category?
Events like this will help continue the growth of the eSports category and will open the door for even more brands to participate and engage with this audience.
What opportunities does eSports open up for a brand like Duracell?
Gamers, whether they are console or PC gamers, go through a lot of batteries. ESports gives Duracell an opportunity to establish a relationship with these consumers allowing the brand to showcase our product in a real and authentic way.
How has the entry of more mainstream brands like Coke and American Express impacted eSports with more traditional brands like Duracell?
Our entry to eSports is solely based on the fact that Duracell has an authentic tie-in with the game because we are the power behind the game.
How does live streaming help Duracell connect with the elusive Millennial gaming audience?
Live streaming is huge amongst this audience, so we are just leveraging that platform to connect in the way the audience wants to connect and engage with the brand. It’s an incredible opportunity to have consumers who engage over 20 hours a week on a platform like Twitch.
How important is it for everyone to walk away with a prize from this event with the t-shirts, and connecting with gamers in a positive way?
The important thing is that everybody has a good time playing the tournament, so our intent to give out prizes to even the person that finished in last place is a way of showing our appreciation to the gamers and to thank them for participating in the Duracell Longest Lasting event.
