Porsche, the premium car manufacturer, were launching a new electric vehicle – the Porsche 99X Electric Formula E. But for this launch they wanted something different; to reach a brand new, hard to engage audience. No Glossy magazines, no TVCs and no need for journalists to travel to launch shows – this was going to be an immersive, innovative, digital experience. Porsche reached out to Twitch as a natural partner in this space, and let Twitch run wild with ideas. Twitch took the idea to another level, turning the car launch into a never done before custom, live, interactive game play ad. Instead of showing viewers a simple video, Twitch put the race car reveal in the hands of the viewers by challenging the world's largest gaming community to reveal, or ‘Unlock’ in gamer terms, the new Porsche 99X Electric Formula E to the world. Twitch did this by turning the reveal into a live action video game entirely controlled by the viewers. This was unheard of! Every move made in the game was decided by the audience through interactive voting of options that would appear dynamically on screen. Every single decision made by the audience had an implication for the progression of the game and created a different set of options for the audience to choose from. This was not a passive storytelling experience. This was an immersive, viewer led, community driven, consumer brand reveal – just like Porsche has asked for an innovative race car launch, unlike any before.