Twitch & Audible: 1984

To celebrate the release of George Orwell’s 1984 on Audible, we crafted a groundbreaking, AI-driven interactive Twitch experience, reimagining Orwell’s themes of surveillance and rebellion for a new generation. Through real-time gameplay, AI-generated visuals, and active audience collaboration, our activation brought 1984’s core themes to life, engaging audiences on a new level. The experience, streamed live over three intense streaming sessions, captivated viewers, generating over 3.5 million minutes watched, 34,000 chat messages, and ultimately, driving 1984 to #1 on Audible’s global and UK charts in April 2024.

The narrative followed three top UK Twitch streamers, each acting as a unique character from a rebel group aiming to infiltrate TruthHQ—a mysterious propaganda center broadcasting dystopian content inspired by the 1984 world. Each streamer faced a distinct role and challenge—a fully developed game crafted specifically for them. Alongside their online communities, they navigated traps, decrypted messages, and manipulated the environment, all while AI adapted to their strategies, securing rooms and operating machinery in response. In the final showdown, human collaboration triumphed as players dismantled the AI’s system, unlocking the first 10 minutes of 1984 audiobook. But, in true Orwellian fashion, Big Brother ultimately regained control, ensuring the rebels would pay the price for disobedience.

AI was the backbone of the 1984 activation, driving its immersive storytelling and transforming the campaign into a dynamic, interactive experience. By integrating multiple AI components, we crafted a world where Orwell’s themes of surveillance, control, and rebellion came to life in real time:

1. Gaze Monitor - The AI Antagonist:

At the heart of the experience was Gaze Monitor, an AI agent designed by the team to embody the totalitarian regime of 1984. It was developed using detailed data from Orwell’s novel and trained to generate outputs that adhered strictly to its core themes of surveillance, control, and manipulation. The AI antagonist adapted to streamer actions by securing rooms, locking down systems, and manipulating information. Audience participation was further enhanced through impostors—human agents of Gaze Monitor—who spread misinformation in the chat, requiring communities to distinguish truth from deception. This created an engaging, layered challenge that required collective problem-solving.

2. AI-Generated Propaganda:

To further immerse gamers in the 1984 world and to add an extra layer of authenticity we decided to develop dedicated propaganda materials that were broadcasted 24/7 during the campaign on TRUTH HQ stream. All the materials were produced by Gaze Monitor. We trained the AI on extensive data from 1984, ensuring the outputs stayed true to the novel's core themes. Each piece was rigorously evaluated and carefully filtered to meet our creative criteria.

The outcome:

• 5,000 Unique Images: Over 900 images were integrated into the campaign.
• 500 Propaganda Slogans: AI-generated slogans created a realistic chatbot that reinforced the omnipresent regime.
• 300 Anti-Propaganda Visuals: Designed to embody the spirit of resistance, these visuals countered Gaze Monitor’s messages.

3. Human vs. ChatGPT Combat - AI as a Real-Time Adversary:

During the experience, each streamer faced an AI opponent in a custom-designed mini-game that added a new layer of human-AI conflict. This unique gameplay challenged players to navigate an electric circuit grid, redirecting power to unlock targets while an AI-powered pawn countered their moves by disabling connections and setting up firewalls.

The AI combat was carefully structured with three core principles:

• Non-linear Engagement: The AI posed a strategic challenge without risking player elimination, aligning with the campaign’s linear narrative.

• Realistic AI Behavior: The AI mimicked human-like responses, creating the illusion of a real-time competitor.

• Fail-Safe Mechanism: A fallback algorithm ensured fluidity in case the AI became unresponsive.

Leveraging GPT-4, we optimized ChatGPT to understand and execute game moves based on a custom prompt structure that emulated board game rules. Each AI action was designed to be unpredictable yet seamless, creating an intense, believable adversary for the players. This innovative approach highlighted the potential of AI in interactive storytelling, deepening engagement and reinforcing Orwell’s themes of control and resistance.

To build anticipation, we launched two narrative “injections” that set the stage for the 1984 experience:

• First Injection: Streamers’ channels were hacked to broadcast 1984-style propaganda, establishing a dark, Orwellian atmosphere.

• Second Injection: Streamers received physical letters with critical clues, revealing them live on stream to engage and intrigue viewers further.

The story unfolded across three main sessions, each aligning with a streamer’s distinct role:

• Session 1 – Engineer: Collaborated with Twitch chat to hack the "Radio" device, setting the mission’s tone.

• Session 2 – Operator: Remotely controlled a robot within TruthHQ to retrieve vital data.

• Session 3 – Artist: Briefly seized the propaganda stream, broadcasting the first 10 minutes of the 1984 audiobook as a symbolic act of rebellion.

Online communities were crucial to the gameplay. Streamers relied on chat input to overcome challenges, and Twitch’s live integration allowed for seamless interaction, making every decision impactful. Game documents were provided physically to streamers and digitally to Twitch viewers and shared across screens to ensure synchronous gameplay.

TruthHQ, a continuous 24-hour broadcast environment built in Unity, was the nerve center for the activation. AI-driven propaganda streamed in real-time, as streamers and their audiences battled misinformation and sought hidden messages within Gaze Monitor’s system. This live 3D environment elevated the experience, making Orwell’s world interactive and immersive.

Each session featured a unique mini-game tailored to the streamers’ roles, immersing players in Orwell’s dystopian themes and encouraging real-time audience collaboration. Built in Unity, these games were designed to challenge players with puzzles and problem-solving tasks inspired by Orwell’s world:

• Gaze Monitor Website: This simulated console provided clues, logs, and puzzle elements, allowing players to navigate complex challenges and actively engage in critical thinking.

• Engineer’s Game: The Radio hack mini-game required the Engineer to rely on audience input to decode messages and unlock systems, aligning with themes of surveillance and resistance.

• Operator’s Game: The robot control mini-game gave viewers the power to guide the Operator through TruthHQ, emphasizing teamwork and infiltration.

• Artist’s Game: This final session involved seizing control of the AI-driven propaganda stream, symbolizing the fight against oppression by briefly broadcasting 1984’s opening minutes.

Audible’s 1984 reached #1 on global and UK charts in April 2024, driven by the success of the 1984 campaign—an innovative interactive experience that set new Twitch benchmarks:

• 1 million unique viewers
• 34,000 chat messages
• 3.5 million minutes watched

This activation introduced Orwell’s classic to a new generation, seamlessly blending narrative depth with cutting-edge technology.

Want to create your own AI-driven experience? Reach out to see how we can bring your story to life.