AT&T Class Of Program

Partnership Overview - AT&T:

AT&T has a large organic presence on Twitch through their company Twitch channel. However, a key bottleneck for most brands when starting their own Twitch Channel is having enough content to produce to keep the channel viable and engaging for fans. AT&T came to Twitch to help develop their own Twitch programming ran through Twitch's creative studio.

In collaboration with AT&T and agency partner, Twitch crafted a new creator program dubbed, Class Of. Class Of featured up and coming streamers being paired with "mentors" - full time streamers with an established community. These mentors would coach our up and coming streamers on how to grow their following, find their content niche, engage with the community, bring on brand partners, and much more. This year long content would air exclusively on the AT&T Twitch channel.

Key Elements and Activations:

Influencer Selection

AT&T's Class Of program featured an intricate influencer selection process. The mentor group featured some of the biggest names in streaming like: Jericho, Maya, Adyen, ExtraEmily, SypherPK, Botez Sisters and many more and the mentees featured rising stars of the streaming community.

Influencers were carefully selected to ensure alignment with AT&T's brand values.

Custom Content

As part of the program, the Up & Coming streamers would earn sponsorship from AT&T. This gave the streamers the chance to understand the method and process of acquiring and activating brand partnerships. Our streamers conducted a number of activations from unboxings, ad-reads, commercial builds and much more.

Media

To support the program, AT&T conducted several large scale Twitch media buys with ad spots featuring creators from the Class Of Program. With their large scale media investment, AT&T was able to unlock added value elements like Home Page promotion - a HUGE awareness boost and value add to the up and coming streamers, many of whom had never had their stream place on the Home Page Carousel before.

Impact

This partnership presents a powerful opportunity for AT&T to not only promote their products, but drive direct value to the Twitch Community AND support their own organic Twitch channel with premium content.

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