It took Twitch viewers four hours to figure out the puzzles in Porsche’s latest ad, an interactive playthrough where viewers controlled the IRL actions of two drivers in order to reveal the team’s newest electric car, the Porsche 99X. As Twitch’s Adam Harris told Digiday, the Choose Your Own Adventure-style game was aimed squarely at a younger audience of 18- to 34-year-olds who weren’t already targeted by traditional TV and radio advertising. The ad was a collaboration between Twitch’s internal brand studio and Porsche. The old-school carmaker approached Twitch about six months ago with an idea: it was joining Formula E, the electric racing league, for the first time, and it wanted help reaching the young people who might be interested.
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