Ninja’s NYE

New Year’s Eve has long been dominated by legacy broadcasts like Dick Clark’s and Ryan Seacrest’s Rockin’ Eve—but those shows don’t speak to Gen Z or the digital-first audience who lives on Twitch, YouTube, and TikTok. GameSquare and Ninja wanted to reinvent NYE for the modern era: a fully digital, creator-led livestream that would feel native to the internet, not TV. The challenge was building a digital destination that felt as dynamic and immersive as the stream itself—while clearly communicating the event’s purpose, structure, and sponsors to a young audience that doesn’t respond to traditional promos.

We were brought in to develop the core web experience for Ninja’s NYE—a pre-launch site that served as the campaign’s central hub. Working alongside the GameSquare team, we created a bold, creator-native interface featuring a live countdown, event overview, sponsor highlights, and notification sign-up to drive early engagement. The site was designed to evolve on launch day into a fully embedded stream experience with real-time overlays and dynamic updates. Crucially, it also needed to showcase branded segments and partner integrations—seamlessly incorporating sponsors like Domino’s, State Farm, and others without disrupting the viewer experience. The final product was a high-performance, interactive, conversion-optimized digital destination built to amplify reach, capture attention, and reflect the energy of a new-gen NYE event.

Ninja’s NYE pulled in over 182M total impressions and 119K hours watched. The campaign site helped drive early momentum, while social and PR amplification added another 99M+ impressions. The event also delivered measurable brand lift, including a boost in Purchase Intent.