Tool of North America produced 'Battle Cars', an interactive game made for Twitch, to promote the second season of the show
Amazon Prime Video and creative production collaborator, Tool of North America have released a global live-stream campaign to promote Amazon Prime Video Series 'The Grand Tour'.
Rather than launch a typical promo campaign for the second season of the Prime Original series “The Grand Tour” (TGT), Amazon and Tool worked with Twitch to produce “Battle Cars”, an event that is tailor-made to engage the largest live streaming community of gamers.
Tool took a platform-first promotional approach, built around engaging a key target audience for TGT. “Battle Cars” is a must-see worldwide interactive gaming experience that includes a life size game board where different regions, each represented by two Twitch influencers, will play against each other. In an effort to create and re-engage fans of TGT, Prime Video will screen 2 of the most popular episodes from season 1 of TGT.
Amazon Prime Video chose to team up with Tool and their director Brig White for creative production solutions on the project and to design a branded entertainment experience specifically for Twitch. This included creative collaboration on the custom designed segment, script, run of show, technological setup, and logistics. Each square will be rigged with differing levels of explosives, so the audience will remain engaged and excited. Prime Video is also using the largest custom extension created for a Twitch broadcast to live-stream “Battle Cars,” allowing unique interactivity for their global audience.
In order for this live-stream to take place, Tool and Twitch stretched the limits of what the platform extensions typically do. These custom overlays were programmed to create a gaming experience that allows users to interact in several ways, such as joining teams and clicking and selecting tiles on the grid. This experience offers a robust application of interactive functions that weren’t previously available on live-streaming and live-gaming platforms.
List of Twitch influencers that will be participating below, and the countries they are representing.