StreamO, India’s first game live-streaming sponsorship marketplace from the house of Irony Inc. curated yet another disruptive marketing solution for the global leader in casual footwear, Crocs, Inc. In an endeavour to tap into the Generation Z consumer segment, StreamO engaged with hundreds of independent game-broadcasters to augment the brand’s mission statement “Come As You Are”.
Crocs rolled out the promotion of its gamer-culture-inspired Jibbitz Crocs through a total of 230 game-broadcasters across the country on YouTube Live. The activity involved these game-broadcasters to unbox the Crocs Classic collection, highlight the USPs of the Classic collection and conduct a virtual tour of the newly launched e-commerce website of Crocs.
On the association, Tushaar Garg, Founder & CEO, Irony Inc. added “more and more young people are choosing to disconnect from legacy television networks and even OTT streaming services, becoming what the traditional industry calls "inaccessible’’. StreamO connects this inaccessible Generation Z consumer segment by leveraging the power of independent video-game broadcasters by consummating matches between their communities with major brands like Crocs whilst advocating for a more inclusive creator economy that represents the interests of the everyday game-broadcaster.
From the array of content creation options offered by YouTube Gaming such as Live, Video-On-Demand, Stories and Shorts; StreamO focuses on brand integration during the live broadcast of game content which is not only unscripted, interactive and authentic but also fetches results in real-time.
Elaborating on this and in conclusion Tushaar said, “The partnership between Crocs and StreamO comes at an opportune time as amongst the 468 million Indians who used YouTube to watch video, listen to music, to game and socialise in 2020, India took the pole position in both ‘creation' and ‘consumption' of game live-streaming content. Not only were 6 out of the top 11 most viewed live-streamers on YouTube Gaming in 2020 from India but Indians also consumed 4.35 hrs of content per week, exceeding the global average watch time of 2.38 hrs per week.”
About Irony Inc.
Irony Inc. is an Indian esports company focused on building esports based communities for its clients. As a pioneering upstart, Irony works at the cross-section of team, talent, and tournament to play a defining part in India’s booming esports industry. The organization was founded by Tushaar Garg - an international sport and esports business professional, formerly with IMG.
Crocs, Inc. (Nasdaq: CROX) is a world leader in innovative casual footwear for women, men, and children, combining comfort and style with a value that consumers know and love. The vast majority of Crocs™ shoes contain Croslite™ material, a proprietary, molded footwear technology, delivering extraordinary comfort with each step.In 2021, Crocs will reinforce its mission of “everyone comfortable in their own shoes” with the fourth year of its global Come As You Are™ campaign. To learn more about Crocs or our global Come As You Are™ campaign, please visitwww.crocs.com or follow the Crocs on Weibo and WeChat.
Communications Manager, Irony Inc.