(01)
BACKGROUND
OSHEE released a new line in collaboration with the Witcher franchise
Beloved characters’ faces decorated bottles and cans and bore names of the potions the main hero Geralt of Rivia drinks in-game to boost his stamina, reflexes and agility. Fitting for a sports drinks brand.
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APPROACH & IDEA
To launch the series properly, we set ourselves a preposterous challenge: beating the world record for non-stop running.
In The Witcher 3: Wild Hunt, the most beloved game of the franchise with one of the largest game maps ever created. We extended the challenge to Preslav „Aethelthryth“ Ivanov – one of Bulgaria’s biggest Twitch streamers. He had to run for 561 kilometres, or 368 016 steps, live on Twitch for an epic, 12-hour record-breaking attempt.
Well into the challenge, a random game glitch made Geralt slip into a small ravine and fall to his early demise, thus ending our attempt.
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EFFECT
We didn’t break the world record for non-stop running. We did break all of OSHEE’s records, however. Our stream became the brand’s most-watched piece of content ever
64K
minutes watched live
16K
comments in-stream.
€0
media budget
