As a response to the COVID-19 outbreak preventing fans from attending NBA games, I took the initiative to launch a Twitch channel. This channel aimed to create a space for engagement and to showcase in-game advertisements that were no longer possible due to the pandemic. I produced a talk show featuring basketball analysts, musical guests, and mini-games for Pelicans fans to participate in, all designed within the popular game, Nintendo's Animal Crossing.
Situation: With fans no longer allowed to attend Pelicans games, the community and culture surrounding the team were lost. With no one attending games, ads the Pelicans were contractually obligated to share with fans needed to be on a platform without overwhelming any of our social channels
Business Challenge: The NBA moved into a fan-less bubble format, and the challenge was to engage Pelicans fans remotely.
My role: As the social lead and host of the Twitch channel for the Pelicans, I created a virtual world for fan engagement as a solution to fans no longer being allowed to attend games due to the COVID-19 outbreak. I applied my skills in content strategy, live streaming, and social media management. I also handled all aspects of live broadcasting and was responsible for ideating the weekly talk show and pitching it to leadership. My knowledge of game analysis, audience interaction, graphic design, and brand building allowed me to create a dynamic and engaging experience for the audience through a talk show featuring basketball analysts, musical guests, and mini-games. Through the weekly shows, I maintained a connection with fans and provided an alternative space for in-game advertisements that were no longer possible due to the absence of fans in the arena.
Insight: I gained valuable insights into the importance of audience engagement and advertising in maintaining the connection between the team and its fans. By creating a space for fans to participate in weekly programming, I was able to foster a sense of community and sustain the culture surrounding the Pelicans. Utilizing data from analytics and reporting allowed me to make informed decisions about future content and maximize the impact of the channel.
Skills utilized: Content strategy, virtual world building, live streaming, video production, broadcasting, on-air hosting, audience engagement, social media management: Twitch, Discord, game analysis, audience interaction, graphic design, video game play, and brand building.
