As one of the world’s biggest singing competitions, it was a matter of time before TV franchise ‘The Voice’ turned its attention to conquering the digital world. After announcing a collaboration with gaming platform Avakin Life, the TV juggernaut enlisted the help of RCA’s Sam Fischer to serve as the first official coach for ‘The Voice of Avakin’.
Contestants were invited to take part in the virtual series with Avakinavatars used to represent those vying for the chance to win the attention of the 1M+ a day app users. As part of his role, Sam offered helpful tips and advice for the hopeful singers and hosted a TikTok livestream to promote the partnership and to share more of his wisdom from his career so far.
In addition to being worked as a digital-first campaign, an advertisement featuring Sam was broadcast on primetime ITV with the man himself spotting the ad during ITV’s I’m A Celebrity.