Audible took audio storytelling to another level when the audiobook service entered into a brand partnership with Twitch to create a branded community for listeners.

Why it matters

To transform the old school book club into a social digital communal listening experience, Audible partnered Twitch and tapped the livestreaming platform for its fanbase’s strong sense of community and engagement.

Takeaways

• Twitch’s interactive consumer context is aligned with the book club experience, raising awareness of Audible to new audiences.
• Livestreaming has real-time connection, resulting in an immersive and fun community experience with a lot of engagement.
• To extend brand identity, Audible...