U-Night offered young people information and entertainment during the Covid lockdown and encouraged them to get into discussions with 30 influencers about relevant topics such as drug use, sexting and cyberbullying.
How to remain in contact during the corona pandemic with the already hard to reach group of young people? The Dutch Police faced this challenge in 2021 when it became more difficult, thanks to the lockdown, to get in contact with (young) people in the suburbs. The solution appeared to be a new online platform where young people could get involved in workshops, gaming events and a number of other things.
In just 48 hours we came up with a completely new digital concept: U-Night. An online platform that offered young people an alternative way to get through the lockdown and the evening hours. By using game competitions, online chatting with the police, and with DJ workshops by a number of well-known DJ’s, the police worked together with local authorities and youth organisations among others, and were able to reach young people and keep them occupied. Every week there was a great programme on offer for young people with at least one live talk show, one live stream with different types of subject matter, and two online tournaments with different games and consoles.
Snapchat, Twitch, YouTube. The media where this target group is found were those that were used to reach young people about these activities. By collaborating with the right partners and influencers, U-Night was publicised in the right way.
The programme offered something for everyone: games, beauty tips, a late night show with prominent influencers or solid information from Vraaghetdepolitie.nl (Askthepolice). Through this wide range of different topics the police managed to reach a large number of young people of both sexes aged 12 to 25.
We were involved in the project from start to finish. From coming up with the concept to the design of the platform, and from the marketing to organising the events.
Snapchat, Twitch, YouTube. The media where this target group is found were those that were used to reach young people about these activities. By collaborating with the right partners and influencers, U-Night was publicised in the right way.
The programme offered something for everyone: games, beauty tips, a late night show with prominent influencers or solid information from Vraaghetdepolitie.nl (Askthepolice). With the wide range of different topics the police managed reach a large number of young people of both sexes aged 12 to 25.
We were involved in the project from start to finish. From coming up with the concept to the design of the platform and from the marketing to organising the events.
The figures speak for themselves. Via social media the reach was nearly 2.5 million contacts and the weekly live programmes attracted ten thousand viewers. The figures for the reach were higher than anticipated, which shows the relevance of the content and activities. What is probably more important, is that the police now have a new platform which they can continue to use after the lockdown ends to keep in touch with young people, in a way that responds to their interests and needs. Thanks to U-Night the police are talking to young people instead of arguing with them.
The success of this campaign was also underlined by receipt of a Digital Communication Award in the community engagement category!
Do you want more information about this case study or about the use of esports & gaming in your marketing campaigns? Feel free to contact Robin Sweegers or Casper Timmers.
Gaming director
robinsweegers@techonomy.nl
06 - 39218585
Head of Campaigning & Performance
caspertimmers@techonomy.nl
+31 (0)6 209 141 94
