The Opportunity
Streamer Bowl IV was Twitch’s flagship crossover event, pairing NFL athletes with top Twitch creators during Super Bowl week. It needed to feel bigger than a gaming tournament. It needed to become a cultural moment that brought sports fans, gaming fans, and creator communities into the same arena.
Our job was to build a narrative and platform presence that made the Streamer Bowl feel like a true sports tentpole powered by creators. We leaned into competitive energy, personality-driven storytelling, and rapid-fire social coverage that matched the pace of the event itself.
The Insight
Streamer Bowl works because it sits at the intersection of two cultures that rarely meet on equal ground. Fans are not watching for gameplay alone. They are watching to see how NFL athletes and creators interact, compete, celebrate, and roast each other.
The event only succeeds if it feels authentic.
The magic happens in the chaos, the chemistry, and the personalities.
We built an approach focused on hype, access, and real-time storytelling that felt true to Twitch.
The Idea: A sports moment made for the feed
We designed the Streamer Bowl as a creator-first sports moment. The visual language combined sports broadcast energy with Twitch’s native design language. The social narrative focused on rivalry, fit checks, moments of celebration, and the real-time electricity of competition.
The goal was simple.
Make Streamer Bowl feel as big as the stage it lived on, and let the community carry it.
Execution
Launch and Build-Up
The campaign launched on January 20 with the official announcement. From there, we shaped the pre-event story with:
Duo reveal content
Talent pairing graphics
Creator hype posts
Short-form teasers
Practice and training clips
Fan reaction moments
Once duos were revealed on February 8, talent started reposting at scale.
Over 30 talent reposts drove 13 million incremental impressions.
My Role
Creative lead for Twitch’s social and creator ecosystem.
Responsible for creative direction, narrative development, platform strategy, talent integration, real-time coverage, and cross-channel storytelling before, during, and after the event.
The Results
Streamer Bowl IV beat all KPIs against Streamer Bowl III, with massive lifts in every major category:
+257 percent overall engagement rate performance vs previous year
8.94 million impressions (+23.35 percent)
349.3K engagements (+236 percent)
AER up 172 percent
1.85 million video views (+166 percent)
84 percent positive sentiment in conversation
3.13K earned engagements from fans and talent
4,100 percent TikTok impression lift vs benchmark
Streamer Bowl became Twitch’s most successful sports-adjacent event of the year and a benchmark for how the brand activates around major cultural moments.