Mixerworks

Mixer was a new game streaming service that made it so viewers could not just watch, but also interact with their favorite streamers.

So to celebrate the launch of this new streaming service, we took tens of thousands of fireworks and gave them to the Internet to destroy.

Once the event went live, our two streaming hosts interacted with the community as viewers spent their Sparks - the on-platform currency - to trigger thousands of fireworks in real-time.

 So many people ended up participating in this first-of-its-kind experience that over the course of 11 waves of fireworks we far surpassed our original 1 million Spark count goal, achieving 4.3 million Sparks. We also temporarily broke the Mixer platform. See case study below.

Day-of launch, we introduced the new Mixer logo via blue and white bursts. The entire installation was built by hand out of hundreds of flares and took all of three seconds to ignite. This slow-mo reveal swept across social media as it sparked curiosity and set the stage for the interactive live-streaming fireworks show to come.