Streaming project «Love show. Romance and love in literature» Анастасия Титова
Task
We have all accepted the fact that the younger generation reads books less and less, but we do not think about why this is happening. The #Youth project was created to fight the main reason – the systematic teaching of literature in Russia through imposition and to raise the community of reading "Z"s. In turn, the "Love Show" appeared as a way to reach a new audience for the project – gamers, while creating a precedent for a stream show with high coverage on an unpopular topic.
Ideas and solutions
The central medium of the project was a stream show on Twitch, where a large part of the target audience is concentrated, rather than on other platforms. The broadcast took place in the account of the popular streamer Olyashaa with retransmission to the accounts of guests: AhriNyan, Gensyxa, Diana Rice, Olyashaa, Vika Carter, Guit88man, Stas Davydov. During the 4 hours of the broadcast, the audience was presented with: a quiz on the books of young adult, "What? Where? When?":Streamers vs. Viewers, a contest of literary love confessions and other activities. All the mechanics were united by one main idea: increasing interest in literature through gamification and the participation of opinion leaders with a high level of loyalty of the target audience. At the same time, the viewers were not just observers, they could control the course of the show by leaving comments in the stream chat. Despite the unpopular and unusual topic of literature for Twitch, the total coverage of the project amounted to more than 2,259,000 views; the CPV of the project is 0.7 rubles. In addition, the audience won against the streamers in " What?Where?When", and in the contest for the best declaration of love with a reference to a literary work, we received more than 500 comments. The total number of viewers of the stream at one time exceeded the figure of 5,000 people for two hours. This fact disproves the hypothesis that the gaming audience is not interested in literature; users also noted in the comments that they would like to see more such edutainment content on the platform. "Love-show. Romance and love in literature" is not a one-time action, but a new format that has no analogues, but has been mastered by us. It has already been used again as part of the work with #Youth and has a great potential for development in other projects.
