DIPLO vs THE WORLD

Fuser

with Fuser, anyone can be a dj & bATTLE diplo on twitch.

_Creative Direction

CREATIVE MEDIA AWARDS - Influencer Marketing Winner
WEBBY AWARDS x1
ONE SHOW Shortlist
ADC Shortlist
ADDY AWARDS x2

To launch Fuser, a new video game from the makers of Rock Band, we showed the world that anyone can be a DJ.

We first raised an army of the most unexpected and unconventional DJs we could find: From David Hasselhoff, to Olympic gold medalist Chloe Kim, to Queer Eye icon Jonathan Van Ness. Then, recruited everyday people stuck at home to create their own DJ personas and compete against the world’s biggest DJ: Diplo.

Our live DJ battle on Twitch garnered a benchmark-crushing live audience of over 728,000 (7x Coachella’s daily attendance) with over 13,000 chat interactions. In the end, the world voted for their winners and crowned a gamer named Curtis Tran champion, dethroning Diplo.

Press: CNN, Muse, Shoot Magazine, Dancing Astronaut, NME, EDM.com, Your EDM, Tonica, Games Radar, Nintendo Life, Game Rant

CASE STUDY:

LAUNCH VIDEO

We also invited everyday people stuck at home to visit our site and create their own shareable DJ content - with custom names, posters and even audio tags.

TAKE THE TEST

There was one person who absolutely hated this idea: the world’s biggest DJ, Diplo.
In a rant on his social media, he poked fun at the campaign and challenged our DJs to battle him on Twitch.

The Twitch showdown featured six contestants sourced from our UGC experience, and garnered a benchmark-crushing live audience of over 700K.

And after the two-hour event full of interactive elements and surprises (one fan even ordered our host, Sal Masekela, a pizza) the world voted on a winner.
Spoiler: it wasn’t Diplo.