Season 1: Community Takeover

Season page + banner Web · live Jul 24

The hub. Countdown to Jul 28, a live "who's live now" Twitch embed, the schedule, and a Play button. The homepage banner points here and flips to "Season LIVE" on the 28th.

Preview walkthrough of the page.

The emails 8k CRM · Jul 24 / 28 / 31

Three sends. Jul 24 announces Open Beta + the season, Jul 28 says it's live with the free pass, Jul 31 says the weekend's on. This is for waking up the people we already have — not for finding new ones.

Demonstrative banners (1200×600, 2:1) — HTML-composited from our character art + creator faces. Copy + nano banana prompts for the painterly versions in working/season1-emails.md.

Twitter beats Jul 24 →

Three or four posts across the run, not one per stream — a stream-a-day feed just tanks into the void. The beats: announce the season, Streamer Week (everyone's faces on one calendar), a CAPP-program flex, the partner/ambassador reveal, the Drop, the weekend. Streamers post their own live banners; we put a bounty on the best reposts.

The live banner a streamer drops when they go on — swap the face per creator.

Reddit posts r/chessbeginners · Jul 24 / 28 / 31

Two or three posts into r/chessbeginners — the only sub that's ever actually converted for us. Kartik posts, the CAPP crew upvotes in the first ten minutes to catch the algorithm. Skip r/boardgames: great clicks, zero installs.

CAPP bounties #bounties channel

Three or four, no more: repost the announce, hit the Reddit post, repost the Drop, cover a weekend co-stream. Run out of the #bounties channel, paid on proof.

The repost-bounty card that goes in #bounties.

Weekend blitz + recap Jul 31 → Aug 3

The peak: "everyone's on right now," creator clips, screenshots of us trending. The Aug 3 recap is the same material aimed at investors — this many creators live at once, during an open beta, not even a launch.

The Drop Jul 28

Season goes live. First-ever battle pass — free, this season only — plus a new mode and a champion refresh. Patched three days ahead of the weekend on purpose, as a bug buffer.

Creator event Jul 31

~40 creators live at once (8–10 of them big names), Chess.com TV, homepage placement, Alex hosting. This is the concurrency bet — the day we actually try to trend.

Brazil tournament Jul 31–Aug 2

Community-run, three days. Qualifiers Jul 31 and Aug 1, the 40-player final on Aug 2.

The Node Jul 31–Aug 2

Agency, $5–10k, a couple dozen micro-creators streaming all weekend. Invisible to players — pure concurrency fuel.

Jestr Jul 24–Aug 2

Short-form video campaign running top-of-funnel the whole way through.

Individual streams Jul 23–Aug 2

The ~12–15 paid one-off creator streams — the near-daily drumbeat under everything. Higgs kicked it off Jul 22.