Ninja's New Year's Eve

"Polished Scuff" that pleases audiences and partners

Our new gold standard, NNYE showcased the Boombox ability to take a “fish out of water” (a streamer from their home setup) and build them a “better aquarium” (a kickass on location setup) complete with all the key needs: high-end gaming rig, stream deck, podcast mics plus quality lighting and a set design that nails the “polished scuff” look that feels natural to both creators and their audiences.

client

GAMESQUARE

location

ARLINGTON, TEXAS

days of production

# OF SPONSOR INTEGRATIONS

MISSION

WHAT'S "POLISHED SCUFF?"

If the typical Broadcast aspires for maximum shininess and perfection, "Polished Scuff" is its antithesis: beautifully (and authentically) imperfect. Pulling it off requires injecting the ideal amount of rawness and realism into the show. Here's the kicker: You can't actually "produce" it like traditional TV - instead you have to create the foundation (and the environment) for the talent and then give them the space to do what they do best. The biggest mistake brands and large agencies consistently make when playing in this space is the tendency to over-produce and micro-manage (mistakenly hoping that they're making things "better") Polished Scuff is the opposite of that; and like Art, you know it when you see it.

500K

# OF UNIQUE VIEWERS

6

# OF UNIQUE PARTY HATS

PUTTING THE "RETURN" INTO ROI

There's one exception to "Polished Scuff" that makes the rule: Sponsor Obligations. While we pride ourselves on being creative mofos, one of Boombox's biggest "value adds" on the Ninja New Year's Eve stream was keeping everyone honest and on track with the partner deliverables that were powering the stream. Integrating companies like Dominos and State Farm in a way that was authentic to Ninja's TOV and the flow of the evening was KPI #2 (just behind creating the Polished Scuff vibe)