Background

The exponential growth of gaming in the Philippines has given rise to gaming celebrities, and with them, their dedicated fanbase and followers by the thousands. Live game streaming featuring game play tips and tricks drive viewership to the streamers' channels. QC Science High School, a premier secondary education institution, noticed this trend and wanted to promote their special science curriculum by engaging the youth, in a channel where they are already captive audiences.

Describe the strategy

Let’s bring the classroom to where the kids are! We worked with Facebook Gaming and Tier One Entertainment, South East Asia’s biggest gaming celebrity group. And enlisted one of their biggest, most popular game streamers - Dexie Diaz. One of QC Science High School’s physics teacher, Mr Ian Allas, signed up to do the livestream with Dexie. Together, they planned the lessons and syllabus to be discussed on Dexie’s stream. The surprise takeover took place during one of Dexie’s usual livestream. So the viewers - avid gamers and followers of Dexie - were targeted to be the audience of the surprise physics tutorials class.

Describe the execution

We turned the usual gaming livestream into the biggest physics tutorial class! During Dexie Diaz’s game stream, physics teacher Mr Ian Allas took over her channel and suddenly began teaching physics. The kids were suddenly learning physics concepts, as explained through the video game’s moves. The kids started interacting with the physics teacher and the game streamer, forming a one-of-a-kind gaming and education mashup! In the end, the kids learned that physics is something that they can love after all - because getting schooled has never been this fun.

List the results

The stream earned record views and engagement! Over 3 Million campaign reach; over 260,000 organic unique views in under 3 hours; 7,000+ peak live viewership; 72,000+ live stream engagement. The special stream also earned more than 16,000 Facebook stars, the platform’s in-game currency, that contributed to helping the students of QC Science High School.

Please tell us about the social behaviour that inspired the work

Kids love games. It’s fun. Kids don’t love physics. It’s normally not as fun. This is the story of how we made gamers fall in love with physics. Since the kids are already present and fully-engaged in the game streamers’ channels, we decided to go where the kids are. And ‘infiltrated’ their comfort zones - taking over the game stream channel and presenting them a side of physics that they don’t normally encounter. Suddenly, the game’s movesets made sense, as physics concepts were used to explain how they effective they were, in real life. By turning one of the world’s biggest gaming channels into the biggest physics class, we made gamers realize that physics is something that they can love after all.