Brand Persona: Twitch
Matt is a young man in his early 20s and a full-time student at a local university. He is smart, somewhat dorky, has a thin frame, wears glasses, has an unshaven beard, and really messy hair. Matt is an avid gamer, loves technology, and spends the majority of his free time on the internet. His bedroom is very messy, with clothes scattered everywhere, empty cans of energy drinks, and smelly take-out boxes from the past few days. Is he a wreck? Not really, this is the life of a gamer with no time to spare!
What is his life like?
Matt’s morning begins with multiple phone alarms set at 10 minutes apart. Apparently, the loud and annoying ringing does not faze him. He has a terrible habit of sleeping in because the night before he was watching his favorite streamer until 2:00 AM. After slowly getting out of bed, Matt quickly gets ready for school. He brushes his teeth and washes his face but has no time to do his hair. He puts on his favorite baseball cap, grabs his backpack, pops a “mana potion” a.k.a G-Fuel energy drink, and rushes to campus.
Matt arrives 5 minutes before class begins and picks an empty seat in the back. While the professor is lecturing, Matt powers on his gaming laptop and opens Discord to chat with his fellow gamer friends. They talked about upcoming game releases, their favorite streamers, and the TwitchCon event coming up. After class, Matt drives to his part-time job at a local electronics store. He enjoys working in electronics because the store is surrounded by various gaming brands. In addition, his job supports his Twitch lifestyle by having enough money to donate and subscribe to his favorite streamers. He has a great relationship with his co-workers and they all share common interests in gaming and electronics.
After work, Matt picks up dinner and is so excited to arrive home to begin his journey in the cyber world. He powers on his precious gaming laptop and plugs in his 16,000 DPI mouse. He waits for Windows to finish loading and prepares himself for the excitement that’s about to begin. While having dinner, Matt checks Reddit and Livestreamfails for the latest news, trends, and memes. He laughs, chugs a bottle of G-Fuel, grabs a hand full of French fries, and stuffs it in his mouth. His oily fingers do not stop him from touching his holy gaming accessories. Matt opens Twitch, clicks on his favorite streamer, and subscribes to show his loyalty. Matt spent the rest of his paycheck gifting subscriptions to other users and proceeds to donate what was left in his bank account to thank the streamer for their content. Matt is very proud of his Twitch account and has earned several badges for his strong financial support. The badges show his dedication to the brand and having an identity in his community. He spends the rest of the night releasing mass amounts of dopamine and chatting with his community.
*Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.
