FNAC and NRJ join forces to offer brand new Twitch experience to gamers

In this week’s egtabite we spotlight a case study from France that brings together music fans and gamers in a unique campaign on Twitch that connects radio listeners across platforms. FNAC (a French retail chain selling cultural and electronic products) and NRJ joined forces to offer gaming fans an exceptional new experience

The background

The concept was put together in collaboration with Native (part of Havas Media) and revolves around the popular radio programme NRJ Radio Stream - broadcast on NRJ, Monday to Friday from 9pm until midnight, and hosted by the popular radio presenters Brak and Louis. The NRJ Radio Stream programme revolves around “Seen on the Web” – focusing on trending topics from the internet and social media, as well as gaming news and new releases. It therefore brings together an ever-growing community of young listeners.

Radio Stream Xperience

Between September and December 2021, FNAC and its partner, Xbox, teamed up with NRJ Radio Stream to offer brand new original content on Twitch. This new weekly video format called Radio Stream Xperience is broadcast on Wednesdays at 8pm and hosted by Brak, one of the NRJ Radio Stream presenters. FNAC and Xbox are sponsoring this new show in which popular steamers and the biggest French music stars meet, talk and compete in video games. The videos are later uploaded to YouTube.

In addition to this new Twitch show, FNAC and Xbox are also sponsoring the radio programme, NRJ Radio Stream, allowing listeners to win a multitude of prizes.

The originality of the concept lies in the unique combination of the weekly video format on Twitch and the daily radio programme on NRJ, which are supported by activations online, via both Brak’s social media as well as FNAC's own communication channels.

These activations are further supported by a strong media strategy - a radio media plan on NRJ complemented by NRJ's social networks and a digital audio campaign.

“We are very enthusiastic about the idea of ​​launching this new unprecedented operation, alongside NRJ and Xbox. In addition to offering a very impactful concept for the gaming and music communities, as an extension of the digital and cultural operations carried out by Fnac throughout the year, we are convinced that this action around “NRJ Radio Stream” will have an impact and resonance at the start of the school year, with all fans of New Trends”, Sébastien Martinez, Multimedia Director of Fnac Darty.

We are particularly happy and proud to work with the FNAC brand, which like NRJ, is an iconic brand for culture, music and high tech. The original format developed with them on Twitch is a natural extension of our radio show “NRJ Radio Stream”. It allows two worlds to come together: music and video games, two passions also shared by NRJ, FNAC and our listeners”, Anne Sophie Nectoux, Managing Director NRJ Global, in charge of the Advertisers division and the Factory (special projects unit).