(RED) Case Study: Creator Cup 2022

Case Study

Sep 2

Written By Alyssa Sweetman

*The Creator Cup 2022 participants pose in-game for a group picture.*

Client

"Where you live should not determine whether you live." – Bono

(RED)

(RED) was founded in 2006 by Bono and Bobby Shriver to fight health injustices like AIDS, and now, COVID-19. By partnering with iconic brands and influencers, (RED) inspires their audience through campaigns that drive awareness and cash to the Global Fund.

Objective

Improve upon (RED)’s original gaming experiment, the 2021 Creator Cup, and raise funds to help the fight against AIDS & COVID. Aim to spotlight Minecraft creators in a fun, engaging, and viewer-interactive event.

Solution

Player 2’s strategy focused on three major work streams:

Creator Identification & Participation
Brand Integration
Awareness

Results

The 2022 Streamy Nominated (RED) Creator Cup brought Minecraft creators together to participate in a uniquely modded world of Minecraft built by Spark Universe, where fans could donate to support (RED)'s life saving missions and become part of the show! By donating during the live-stream, fans could help or hurt the plays of their favorite creators within Minecraft as they prepared for and survived against enemy raids throughout the course of the event.

The (RED) Creator Cup took place August 4, 2022 between 2:00 pm and 5:00pm ET. It could be viewed across (RED)’s social channels as well as each creator’s Twitch or YouTube channels (Bajan Canadian, AntVenom, Loony, Papaplatte, Legundo, ItsFunneh Krew, Joe_Bartolozzi, SpideyArmy from the Misfits Gaming Group).

12 leading Minecraft creators participated
$350K+ generated for the fight against AIDS & COVID
580k+ live unique viewers
1.75 million and counting total views across all platforms
Awareness brought to 62,700+ Minecraft fans across seven Discord communities
Awareness brought to 1.3 Million+ redditors across four Reddit communities

Coverage

marketinggamingcase studyminecraftcharitystreamingcontent creators

Alyssa Sweetman

Alyssa Sweetman is the Director of Strategy at Player 2. And an experienced marketing executive with subject matter expertise in community development and management; creator strategy with an emphasis on historically marginalized identities; influencer marketing strategy and execution; and social impact (nonprofit, DEIB, & CSR). She also founded Influencing Good, a social impact resource for nonprofits, marketers, and influencers alike. Her work at Twitch and within the gaming industry focused on charities, creator fundraising, mental health advocacy, and diversity has earned her a place in Games Forbes 30 Under 30 List.