Background
When SYBO Games set out to promote their Vienna Winter Wonderland update for the iconic mobile game Subway Surfers, they were stepping into new territory. While the game had long been a mobile favorite, Twitch was a platform SYBO hadn’t explored before. With no prior Twitch experience, SYBO partnered with Wehype to test the waters and discover if live streaming could drive meaningful results for a mobile giant.
Mission
Generate real-time buzz and viewer engagement
Drive installs with measurable ROI
Test Twitch as a long-term channel for mobile growth
Keep CPH low while hitting ambitious visibility goals
Strategy & execution
Wehype crafted a Twitch-first campaign that leaned into the emotional connection players have with Subway Surfers. We activated 23 micro-creators—each averaging around 200 concurrent viewers—who could speak authentically to their communities.
Our approach focused on:
Nostalgia-driven storytelling to re-engage lapsed players
Localized targeting for English and Spanish-speaking audiences
Interactive stream elements like giveaways and high-score contests
Custom assets including overlays, chatbot commands, and QR codes with tracking links
The campaign was split into a main phase and an extended phase, allowing for both a strong launch and sustained momentum.
Results
The results were clear: Twitch works for mobile games—and it works well.
The chat was buzzing with energy. Viewers shared memories of playing Subway Surfers in school, swapped tips, and competed for high scores. The emotional tone was overwhelmingly positive.
Viewer minutes landed 80% above target
Final CPH was 40% lower than the target
45% of chat messages express excitement or nostalgia.
This campaign wasn’t just a success but a breakthrough. For SYBO, it marked their first foray into Twitch as a marketing platform. For Wehype, it was an opportunity to demonstrate how creator marketing can bridge the gap between mobile games and live-streaming audiences. Together, we didn’t just promote an update—we helped SYBO discover a new way to connect with players around the world.
