Case Study: Peggy Lou and the Quest to Save Your Honkers

Peggy Lou and the Quest to Save Your Honkers was a livestream fundraiser benefiting the American Cancer Society, featuring the titular Peggy Lou, a character by Luxie Games who primarily plays American Truck Simulator.

This case study covers the basics of the event, the production process, and how one might build upon a similar concept.

Background

The American Cancer Society (ACS) is one of our charity fundraising clients interested in livestreaming and in forming game publisher and studio partnerships. By the time we got to the Peggy Lou event, we had completed several charity events for ACS (e.g., a custom Fortnite racing map to make their Road to Recovery® program better known to the Fortnite audience). 

Usually, we brainstorm potential ideas that include content creators, games, and potential partners–such as developers or publishers. This time, the main focus was on content creators who produce innovative content and directly interact with their viewers. 

Luxie is an exciting personality on Twitch with over 100K followers. Her success comes from a creative and novel idea in the livestreaming space: she roleplays as a truck driver. Peggy Lou, her trucker persona, is a quirky, sassy, plainspoken, outward, and funny driver who constantly has fun with their audience. We saw an opportunity to work with Peggy to celebrate the Truckverse community with an interactive charity event.

By building on the trucker theme, we built a Tiltify-integrated overlay that simulated decorating the dashboard of a big rig.

Production for “Peggy Lou and the Quest to Save Your Honkers” event

We built an app to manage all the moving parts for a trucker dashboard overlay, with items like bobbleheads, air fresheners, coffee cups, plushies, and action figures. The app gave us (and Peggy) the freedom to animate, rearrange, and change parts of the overlay as we saw fit. Most excitingly, that functionality made the already interactive Peggy Lou streams even more interactive, letting viewers directly impact and modify Peggy Lou’s big rig through their donations to ACS.

What stood out the most during the fundraiser was Charles, a raccoon who accompanied Luxie through the event. Donors could choose to donate to change Charles’ clothes or have him do tricks and different poses. Charles and the rest of the graphics on the overlay had simple animations to bring them to life without breaking our budget.

For every item, we relied heavily on Peggy Lou lore, inside jokes, terms, memes, and references to Luxie’s content creator friends to choose what to put in her trucker dashboard. Peggy was involved at every stage to ensure that what we built fit her brand and community.

We worked with an illustrator who could create hand-drawn art that fit with Peggy Lou’s existing aesthetic, ensuring our activation felt like a natural extension of what her community loved already. 

We wanted the event to feel like a crossover between the organization and Peggy Lou. Peggy is funny, quirky, outgoing, and loves loud colors. We adhered to the organization’s brandbook with the promotional graphics layout, brand colors, and logos, but made sure to put Peggy’s personality into the event’s name, font, and overlay graphics. 

We leaned heavily on bobbleheads for most characters’ proportions. Peggy’s Truckverse friends, such as RIP Mika, Ashley Roboto, and Katskratchh, joined the event, so we made bobbleheads in their image as well).

During the dashboard brainstorming process, we discussed giving donors more reasons to donate. By adding physical items as donation incentives, we strived to elevate the digital experience. That way, the audience could wear a piece of what Peggy Lou would choose for her daily drives. 

Among the physical items were a trucker jacket, a short-sleeved shirt, fuzzy dice, bumper stickers, air fresheners, and a ‘Thank You’ postcard. Additionally, we had a 22-dollar incentive for a digital Steam code to the base game of American Truck Simulator, donated by the developer [SCS Software] via Swift Transportation, an event sponsor.

Peggy had help from her streamer friend to promote the fundraiser and be part of the streams. To further boost the event, we secured Swift Transportation as a sponsor for the American Cancer Society. They did a live trucking stream, getting feedback from an actual, professional trucker. 

To further promote the event, we took advantage of ad credits donated to ACS to produce a commercial for Twitch.

Every single one of the twenty nine dashboard items (or trinkets) was unlocked via donations well before the event’s completion. With that alone, we know that the audience was engaged and having fun because they would not have donated so frequently otherwise.

Looking Ahead

Based on the engagement we saw, the next evolution of this concept might include truly animated art, to entice people to interact more consistently with the trinkets. We had to respect timelines, budgets, and bandwidth, but with all the technology already developed, it’s a matter of allocating more resources into the art than on the app itself. 

Charles was a big hit. Having the chance to do more outfits, keeping him fed, and adding other Tamagotchi features like emotional reactions and words would further enhance the event’s interactivity.

The custom overlay is a concept we would like to build upon. Other Truckerverse streamers using similar versions of the overlay would make the event more entertaining for more than Peggy and her friends’ audiences.

More graphics for the project can be found HERE.

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