Twitch Brand Activations
Turning Twitch streams into engaging marketing opportunities
I designed the UI, visual systems, and interaction states for branded Twitch extensions that transformed livestream viewing into interactive audience experiences through polls, minigames, and leaderboards. Working with Twitch’s Sales and Original Content teams, I translated campaign goals into engaging experiences that reached millions of viewers.
New World: Return to Aeternum
Amazon Games invited top streamers from around the world to compete in a two-week campaign for New World. Four teams across NA, EU, and LATAM raced to clear objectives and unlock in-game rewards for their communities. This extension allowed viewers to track each team’s live progress in real time.
Excedrin Healing Academy
As Twitch’s first OTC brand partnership, Exccedrin reached gamers through 190 media placements and 19+ million minutes of content watched. This interactive overlay extension integrated Amazon Moments, allowing viewers to collect “healer” characters to reach community goals and unlock Excedrin product credits.
NYX Professional Makeup
To promote its line of cosmetic best-sellers, NYX Professional Makeup partnered with Twitch and top creators for a two-day campaign. Through this extension, viewers collected Epic Ink Liner drops on-screen to hit community goals and unlock exclusive deals via Amazon Moments.
DoorDash x Rolling Stone Trivia
Rolling Stone hosted a week-long Twitch event revisiting iconic Super Bowl music moments. With this live trivia extension, viewers played rounds of trivia during streams for a chance to win DoorDash delivery credits.
Jersey Mike's Sub Stacker
Jersey Mike’s Subs partnered on an interactive minigame where viewers raced against the clock to assemble subs based on signature recipes. I designed all game modals, states, and menu components for this minigame experience.
McDonald's McDelivery Challenge
McDonald’s Canada partnered on an interactive minigame where viewers fulfilled customer orders in real time. I designed all game modals, interaction states, and menu components for this minigame experience.
© 2026 Britney Lam
