Gaming developer StarUnion, in partnership with IZEA, launched a groundbreaking influencer campaign in the US for "The Ants: Underground Kingdom" across YouTube, Twitch, Twitter, Instagram, and TikTok. The month-long "Antsqueenlive" campaign was the game's first live-streaming influencer initiative in the US, designed to boost community engagement through in-game competitions among creators. It featured a landing page for streaming schedules and rankings, branded livestream decorations, and promotions to increase viewership and community engagement. Influencers from the esports and cosplay world participated in various livestream formats, drawing audiences to unlock new levels and join in-game alliances. A new server was introduced exclusively for the campaign, limiting alliance spots to 50, enabling gamers to engage directly with their favorite creators. The initiative enhanced real-time interaction with followers and offered in-game and real-world rewards for creators based on rankings and points, significantly contributing to the campaign's success and community engagement.
Selected influencers from across the esports and cosplay spectrum, ranging from macro to web celebrities, were showcased through various livestream formats, including individual and Twin vs. Twin streams. These creators were instrumental in drawing audiences into unlocking new levels and joining their in-game alliances. This setup not only facilitated a novel way for creators to interact with their followers through real-time strategic gameplay against other alliances but also leveraged themed wardrobe accessories and broad social media shares to maximize campaign outreach.
A pivotal feature of "Antsqueenlive" was the introduction of a new server launched by the brand exclusively for this US campaign, where each creator's alliance was limited to 50 spots, offering gamers a unique chance to directly engage in gameplay alongside their favorite creators. This initiative enabled broad audience participation in forming strategies against competing alliances, further enhancing the exclusive occasion for creators to interact with their followers in real-time. Additionally, the campaign incentivized participation by awarding creators with both in-game and real-world rewards based on their in-game rankings and points, thereby motivating deep engagement within the game's community and contributing to the overall success of "Antsqueenlive."
Due to IZEA’s strategic creator selection in tandem with strong, engaging content, IZEA delivered 92 pieces of content with a total organic reach of 24.5M+ during a 4-week campaign flight. In addition, the campaign generated over 44.2K+ link clicks across platforms, 110 game downloads, and 319 players to join the in-game alliances.
