The Challenge: With hundreds of streaming services and endless entertainment choices, Roku needed to stand out as more than just another streaming platform. The brand wanted to connect with passionate fans who quote every line, cosplay their heroes, and never stop at one episode by celebrating the culture of obsession that defines modern viewing.
The Solution: The “Go All In” campaign positioned Roku as the ultimate home for fans who live and breathe their favorite shows. Seasonal Stream-a-Thon promotions merged pop culture titles into clever mashups like Orange Is the New Black Panther, Jurassic Parks and Recreation, and The Fault in Our Star Wars, capturing the serendipity and excitement of nonstop streaming.
Each ad placed Roku’s iconic remote at the center of engaging layouts, while a high-energy mix of color, contrast, and craft brought Roku’s voice to life. Bright colors, bold sans-serif typography, and hand-painted “Go All In” lettering created a design system that felt both premium and playful. The result was a visual language that reflected exactly who Roku was speaking to: fans who love stories enough to live inside them.
The integrated effort appeared across OOH, social media, digital, Roku’s own interface, and live fan events, including Comic-Con activations that highlighted cosplayers who truly went all in, rewarding them with branded swag and free Roku devices.
The Results:
The campaign helped Roku move beyond its identity as a streaming platform and into the culture of fandom itself. Engagement spiked during seasonal Stream-a-Thons, and the campaign became a rallying cry for viewers everywhere who watch with passion and personality.