Over the years, Vodafone has consistently faced changes, both in terms of its consumers and its competitive landscape, evolving from a TelCo to a TechCo.

Gamers have become a crucial audience, prompting Vodafone to collaborate with two prominent creators in the gaming world: Pow3r, the most famous gamer in Italy, and Favij, Italy's top YouTube content creator.

The communities of these creators are deeply engaged, spending hours watching them daily. We needed an innovative and effective way to communicate Vodafone's connection with them.

We decided to give their communities the chance to create and modify their gaming rooms — the spaces where they follow and interact with these creators.

But that's not all: after the community-designed setups were created, we challenged Pow3r and Favij to complete the Unlock The Room experience.

The results were remarkable: Pow3r's Twitch live viewership was 7X his average (over 23k), and Favij's video amassed over 600k views in just one week.

Vodafone just leveled up in the game of connecting with its audience.