Twitch, HBO Partner to Promote ‘Silicon Valley’

Turning livestreaming into a marketing opportunity

Silicon Valley is hoping it can get tech and video game nerds to unite, with a little help from streaming video platform Twitch.

To promote the second season of the HBO comedy series—which will debut on April 12— the stars of Silicon Valley will livestream a Q&A for the Twitch community and debut an exclusive clip from an upcoming episode. (And, of course, they'll be playing video games with Twitch's live programming director and host Jon Carnage during the program.)

To introduce new viewers to the series and jog the memory of fans, the platform will also livestream the show's pilot episode, marking the first time a network has done so on the platform.

"There is an authentic connection between Silicon Valley and the Twitch audience, and this unique event is a great way to build upon that," Sabrina Caluori, HBO vice president, digital and social media, said in a release. "Twitch offers a unique opportunity to provide exclusive content and a highly social experience to this influential community."

The idea of Silicon Valley coming to Twitch isn't that far of a stretch, considering actor Thomas Middleditch (who plays main star Richard Hendricks on the show) already is a streamer on the site. But, more importantly, it shows that Twitch can be used for different marketing techniques besides traditional pre-roll and banner ads. And it highlights its livestreaming capabilities, which have garnered buzz thanks to the releases of Periscope and Meerkat.

More than 1.5 million broadcasters use Twitch to share content, and it gets over 100 million unique viewers a month. The platform recently made headlines when Amazon purchased it for $970 million in late August. The Internet retailer hasn't said much about what it plans to do with its acquisition. However, Twitch has been making moves to expand beyond the video game niche, including moving into music streaming.