On March 29th, 2016, four famous athletes, Rob Gronkowski, Chad "Ochocinco" Johnson, Thierry Henry, and Antonio Brown, paired with four gaming influencers to face off in the ultimate video game tournament livestreamed on the Rooster Teeth YouTube Gaming channel. Day of DOOM garnered millions of video views and a huge social response, revving up excitement for the newest release of Bethesda's DOOM on May 13, 2016.
An epic announcement video on the Rooster Teeth YouTube channel launched the campaign, promising a livestream that would be equal parts comedy and high octane competition. Social conversations around the hashtag #FightLikeHell reached a variety of audiences via the diverse participating mix of influencers and athletes.
On March 29th in Los Angeles, Rooster Teeth personalities hosted Day of DOOM which was livestreamed via YouTube Gaming and uploaded to the Rooster Teeth YouTube channel. After the tournament, Rooster Teeth launched a recap video highlighting the best moments from the livestream with commentary from the influencers and athletes. Each influencer also posted gameplay videos from the tournament on their respective YouTube channels, along with the final Championship match.
The Day of DOOM tournament is officially the best performing livestream within the Rooster Teeth network to date.
Google approached Rooster Teeth and Fullscreen to manage this awesome opportunity with Bethesda Softworks. The challenge was set thusly: create a storm of social activity ramping up anticipation for the ultimate video game tournament, capture and sustain views throughout the livestream that featured never-before-seen DOOM gameplay, and stimulate an ongoing social conversation after the dust settled with additional video content.
What would a livestream be without a little risk? This project demanded a high level of attention to detail and the coordination of many agencies and teams.
Coordinating the schedules of four famous athletes and four gaming influencers and guaranteeing that they would all successfully and eagerly participate in all parts of the program was a huge undertaking with a lot of moving parts.
Once everyone was on board, authenticity and chemistry on the day of the shoot had to be established quickly. The four gaming influencers met a day ahead to hang out, visit the set and play the game. In the end, our influencers and athletes had so much fun participating they posted more than the promised number of social posts.
The Day of DOOM live-stream broke Rooster Teeth's record for the highest number of concurrent views over 3.5 times, with peak concurrent views at 45,434.
The campaign over-delivered in organic video views by 162%, garnering 6.3MM+ delivered video views, vs. the 2.4MM guaranteed video views.
The campaign over-delivered in social impressions by 162% with 52MM+ delivered social impressions, vs. the 20MM+ guaranteed social impressions
The athletes and influencers involved were so excited to participate they delivered bonus social posts beyond the program scope.
Overall, the Day of DOOM program garnered:
