In-Game Activation — Creator Partnership
Ambulance
A custom GTA V job built around the film’s ambulance getaway, played live by six of the biggest GTA streamers on Twitch.
CLIENT
Universal Pictures
MY ROLE
Integration concept, talent strategy and casting
YEAR
2022
CHALLENGE
Universal wanted gamers aware of Michael Bay’s Ambulance the week it opened. Action films compete for the same weekend as everything else, and a trailer placed in front of gaming content gets skipped like any other ad.
INSIGHT
Ambulance is essentially one long getaway, and a getaway is one of the most-played things in GTA V. People steal cars and run from the cops in that game every night because it’s fun. The film’s premise was already a GTA mission in everything but name.
APPROACH
We built a custom job in GTA V Online where a team of robbers hijacks an ambulance and tries to outrun the entire LA police force. I picked GTA as the vehicle and cast the creators with the biggest GTA audiences on Twitch, including Sykkuno, LilyPichu and Fuslie. They played it live on their own channels the week before release, with the trailer integrated into their streams.
RESULTS
4M+
Livestream impressions
5 of 15
Most-watched GTA V streams on Twitch
13.8K+
Ambulance chat mentions
96K
Custom job page views
TALENT PARTNERS
Sykkuno · LilyPichu · Fuslie · Symfuhny · BrookeAB · Blaustoise
Five of the streams landed among the fifteen most-watched GTA V streams on Twitch, in a category that’s never short of big names.
