Twitch, iHeartMedia and Priceline are among the 2023 Digiday Award winners 

September 26, 2023

By Digiday Awards

The 2023 Digiday Awards highlighted a surge in different techniques to gain customer engagement, from multisensory encounters to infusing cutting-edge technologies and more. This year’s winners also focused on collaborative partnerships to access untapped markets, craft distinctive offerings and spur innovation.

One program that touches upon all these themes won Best In-Game Advertising Strategy — Twitch and Adobe’s ‘Co-Op Drops’ campaign. Adobe wanted to showcase the power of its Creative Cloud in a way that could connect the university student gaming community via a first-to-market strategy.

To do so, it partnered with Twitch to reframe the Creative Cloud as practical and accessible. It created a custom Drops extension inspired by the Creative Cloud that Twitch streamers could use where their audience could decide the colors, textures and patterns of in-game items dropped. At its peak, tens of thousands of viewers simultaneously controlled a single Adobe project file, bringing fans and the games closer than before.

Continue reading this article on Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

…read more

Source:: Digiday