Twitch x TWITH
What started as a livestream typo turned into one of Twitch’s most iconic social moments, thanks to some quick thinking.
Finalist, Real-Time Response – Webbys, Shorty Awards
During a charity stream, streamer /herokerrey accidentally wrote “TWITH” on her forehead after receiving a donation from Twitch. The moment was funny, shareable, and authentically connected to Twitch’s community.
To turn this spontaneous moment into a brand-building social experience, we:
Quote-retweeting the moment within an hour of it happening.
Updated Twitch’s profile picture with a handwritten version of the “TWITH” typo, in /herokerrey’s own handwriting.
Engaged with fans to keep the conversation going.
The campaign drove massive organic engagement:
700K impressions on the initial quote-retweet
Over 5K likes on /herokerrey’s post, nearly three times her follower count
Coverage in multiple media outlets: Dexerto, Spilled.gg, EarlyGame, MSN
#2 trending all weekend on r/LivestreamFails
The moment continued at TwitchCon, where /herokerry handed out TWITH pins to attendees
The design eventually became a permanent Global Emote on Twitch
Community Management
Hayley Boggs
Kyle Mullings
Art Direction
Tony Nguyen