Twitch — Brand Activations
Turning Twitch streams into engaging marketing opportunities
Twitch extensions are interactive video overlays that transform passive live stream viewing into real-time participation, giving brands new ways to engage audiences through polls, minigames, and leaderboards. I designed branded extensions—including UI, interaction states, and visual systems—working with Twitch’s Sales & Original Content team to translate campaign goals into interactive experiences. These activations amplified brand visibility, gamified ad campaigns, and reached millions of live viewers, turning audience engagement into measurable marketing impact.
New World: Return to Aeternum
Amazon Games invited top New World streamers from around the world to compete in a two-week Return to Aeternum campaign. Four teams across NA, EU, and LATAM raced to clear objectives and unlock in-game rewards for their communities. We built an overlay extension to let viewers track each team’s live progress, and I ensured my designs aligned with the game’s existing visual identity.
Excedrin Healing Academy
As Twitch’s first OTC brand partnership, Excedrin launched a campaign targeting gamers, earning 190 media placements and 19+ million minutes of content watched. We created an interactive overlay extension integrating Amazon Moments, letting viewers 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 our interactive overlay 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 the Super Bowl’s most iconic music moments. We built a live trivia extension for DoorDash, letting viewers play rounds of trivia during streams for a chance to win delivery credits.
Jersey Mike's Sub Stacker
We developed an overlay minigame for Jersey Mike's Subs. Once a game round started, viewers were challenged to beat the clock and correctly assemble subs following Jersey Mike's famous recipes. I designed all game modals, states, and menu components for this minigame experience.
McDonald's McDelivery Challenge
We developed an overlay minigame for McDonald’s Canada, where viewers raced against the clock to fulfill customer orders. I designed all game modals, interaction states, and menu components for this minigame experience.
© 2025 Britney Lam
