Broadcasting
game changer
How AMD racked up
4.5 million YouTube views
A leader in high-performance computing and graphic technologies, AMD (Advanced Micro Devices) helps gamers build incredible experiences. The brand had been gearing up to wow its rabid fan base — consumers and businesses across the tech landscape — with media events for three highly anticipated game-boosting products…then COVID hit.
The brand needed to shift to virtual with a dynamic announcement approach to pay off the release hype.
The ultimate goal?
Create a unique experience for each release that connects the AMD story across all events and makes viewers feel the excitement, like they’re in the room.
Changing the playbook
Challenge
AMD capitalized on the fan anticipation by promoting the digital events on social media pages and on YouTube, the official launch platform. With 382,000 YT followers already, many saved the dates and set watch reminders.
We brought this vision to life by transforming our event tech warehouse into a customized, professional broadcast studio:
• 38-foot soundstage
• Sweeping 180-degree LED volume concept back wall
• Customized screen graphics and visual branding
• RED cinema cameras used in feature films
• Custom-designed, remote-controlled camera dolly
This higher-level, cinematic approach would increase the virtual viewer experience, for both live and recorded content.
Upleveling production
The first product launch for the Ryzen 5000 topped AMD’s launch charts.
Virtual FTW
150%
Increase in day-of reported
views on YouTube
550K
Views of the CES 2021
keynote on YouTube
4.5M
Total YouTube views
“Huge thanks to Freeman and the team you put together. This was really well done from the planning and collaboration put in to create the studio, through to the production. The end product is awesome and I think that’s a direct result of our ongoing partnership and Freeman’s commitment to AMD.”
Shane Metcalf
Global Creative and Campaigns Director | AMD
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Result
Across AMD’s YouTube, Twitch and Facebook channels, the video exceeded previous day-of reported views by 150%, making it the most-viewed day-of launch video in AMD history.
This kickoff launch was also pinned to the top of the U.S. homepage of Reddit on day one of the broadcast.
Each launch trended in YouTube’s overall Top 10 videos, one reaching the 6th most trending video across the entire YT platform (well beyond the gaming category).
The keynote at CES garnered more than 550K views, a whopping 330% increase over CES 2020’s broadcast.
At a time when virtual attention spans were limited, the brand managed to engage audiences with an average viewing duration of 9 minutes and 51 seconds!
Case study
Solution
AMD was prepared to make the virtual switch, but didn’t want its product launches to get lost in the shutdown shuffle.
