When Cadillac put collectively a advertising technique for its 2021 Escalade final yr, gaming bubbled up as a spot the place the model wanted to play.

“All of our analysis into present and future Escalade house owners reveals gaming as popping up fairly excessive from an index perspective,” stated Marcie Pérez, affiliate director of media and efficiency advertising at Cadillac.

However Cadillac needed to do one thing extra partaking than a typical sponsorship, Pérez stated. And so, over three nights in November, Cadillac partnered with Twitch to host a collection of livestreams that includes up-and-coming gaming influencers enjoying “Fall Guys: Final Knockout” with big-name avid gamers whose faces would solely be revealed mid-stream primarily based on guesses coming in from the viewers.

Engagement with the streams exceeded Twitch’s inner benchmarks, Pérez stated, and serves as proof that gaming is “the place we must be as we lean into our future target market.”

Heading into 2021, Cadillac is contemplating a extra always-on technique for Twitch campaigns, together with making the most of Twitch’s extra normal show and video advert models.

Pérez spoke with AdExchanger.

Marcie Pérez, associate director of media and performance marketing at Cadillac

AdExchanger: Why does a streaming platform like Twitch make sense for a model like Cadillac, which isn’t endemic to the gaming area?

PEREZ: Vehicles and video video games simply go collectively basically, however we additionally know that our viewers indexes extremely in gaming. And given the pandemic, there’s been a rise in gaming hours spent as a supply of each rest and leisure.

What’s your technique for advertising to a gaming viewers?

What some entrepreneurs do incorrect is that they struggle it as soon as and in the event that they don’t see quick outcomes, they depart. However we’re going to maintain on looking for new methods to reinvent ourselves on this area, to give you new concepts and partnerships so we will construct a significant relationship with the gaming group.

A method you’re doing that’s by means of gaming influencers. How do you be certain the content material they put up and create is model protected?

We didn’t feed our influencers something concerning the Twitch Thriller Gamer collection. It’s important to us that we’re working with them in an genuine approach and that they’re posting in their very own phrases. However a part of our settlement with them is that they clearly shouldn’t use vulgar language or hate speech or something like that. After all, although, we additionally don’t pressure them to say, “I really like Cadillac.” We now have a stage of settlement and understanding going into the partnership about conduct.

What are your KPIs for one thing just like the Thriller Gamer collection?

As a result of it was dwell streamed, we may have a look at the variety of video views. We additionally regarded on the social postings our influencers had been making associated to the collection, each when it comes to attain and engagement with the posts. We measured how totally different avid gamers’ content material carried out towards one another so we may see what forms of video games and which avid gamers resonate most with Cadillac.

This was primarily an consciousness play, although. We didn’t measure the trail to buy. However we did implement surveys about our media buys to get client suggestions on whether or not individuals remembered seeing Cadillac and what they consider our model.

Are you planning to associate with another gaming platforms?

I can’t get into the specifics, however we’re engaged on different partnerships and we’re going to proceed specializing in gaming sooner or later, particularly as we get our EV [electronic vehicle] advertising technique shifting this yr.

Gaming is the place we must be as customers age up. Finally, these audiences will purchase a car and we need to be certain they’re conscious of us. We’d not be their first car, however we may very well be their ideally suited one, one thing to work in the direction of. Constructing familiarity with our model amongst this viewers is important for our future success.

Do you additionally promote in video video games?

In-game video promoting can be one thing we’re exploring and there are a couple of distributors we’re in touch with. After all it relies on whether or not you’re promoting in a cellular sport or doing a extra structured factor in Fortnite or Name of Obligation, say, however I can say that we’re looking for the proper match for us.

What about esports? Does it have a spot in Cadillac’s advertising technique?

Truly, esports popped up even larger for us than gaming as indexing excessive for our viewers. We simply didn’t have the proper esports alternative on the time we needed it. However we’re engaged on easy methods to get into that area, and it’s undoubtedly on our radar as one thing we need to take part in.

Was it exhausting to get buy-in from senior stakeholders to pursue a gaming-focused technique for the Escalade launch?

Our senior management will not be avid gamers, however they had been intrigued by the thought and so they had been excited concerning the success of the Twitch activation. It opened their eyes to gaming as an choice to achieve our goal client.

We didn’t essentially want their approval, however we did want to clarify it, simply in order that they may perceive our rationale and our pondering. We shared information to again up the truth that this isn’t simply an thought – we’ve got actual viewers insights right here that make it clear we’ve got a chance in gaming.

This interview has been edited and condensed.