As technology evolves and online platforms offer new ways to connect with audiences, it’s vital for marketers to explore new avenues. Twitch is the world’s largest online video game streaming platform with over 31 million users every day and is fast becoming one of the best marketing venues available. Today, we’re looking at the top 5 Twitch campaigns of 2022.
The Power of Twitch
The COVID-19 pandemic turned Twitch into a platform for musicians, comedians, artists, and other types of performers that were stuck at home when physical venues closed.
In 2020 alone, Twitch content consumption grew by 83% with more than 17 billion hours of content watched in total. This incredible growth combined with the wide scope of available material and diverse audience has made Twitch one of the best places to market your brand.
#1. Kellogg’s Tony the Tiger
Making his Twitch debut in August 2022, Kellogg’s Frosted Flakes mascot, Tony the Tiger, became a computer-generated streamer (also known as a VTuber) in the next era of the cereal company’s digital campaigns.
In a groundbreaking partnership with Twitch’s Brand Partnership Studio, Tony played a favorite battle royale game with influential streamers in a livestream event titled Tony the Tiger’s GR-R-REAT CEREAL BOWL OF GR-R-REATNESS.
The online event generated some serious buzz, engaging thousands of new followers and allowing viewers to interact with Tony in real time.
#2. Amazon Prime Day
Amazon Singapore partnered with Twitch to sponsor two livestreams, each with its own personality as a guide or “Shopping Sherpa” to take viewers on a tour of Amazon’s Prime Day deals.
The streamers were given free rein by the corporation to creatively weave a narrative geared toward their unique audiences. The event was a rousing success, totaling over 100,000 minutes watched, 21,000 views, and thousands of chat messages.
#3. EVE Online
It’s not all about product placement in Twitch campaigns. One of the longest-running MMORPGs, EVE Online hosts numerous events every year to stay relevant and 2022 was no exception.
To drum up interest in a 20-year-old game, they hosted a massive PvP (player vs. player) battle with top streamer personalities. Streamers who had never played EVE Online hopped on and were given end-game equipment to participate in the event.
The response was huge. EVE became the 6th most-watched game on Twitch during the event and received over 3,000 new downloads in the aftermath.
#4. Awesome Games Done Quick (AGDQ)
Going back to Twitch’s gaming roots, Awesome Games Done Quick is an annual charity event that was started in 2010. They showcase speedrunners as they beat games in record time on livestreams while the audience pledges money for each milestone or to add difficulty to the stream.
Last year, they raised $3.42 million for charity. Since their first stream, they’ve stuck with a simple concept: completing video games quickly and have grown their brand using audience participation.
The idea for a great marketing campaign can pop up anywhere. The popular battle royale shooter PUBG (Player Unknown’s Battle Ground) pops up the phrase “Winner Winner Chicken Dinner” on-screen when you’re the last player standing.
With just that simple phrase, KFC decided to team up with Twitch to promote their wings. They partnered with Twitch influencer Lupo to advertise a livestream contest in which Lupo played a PUBG with a friend.
Throughout the game, players and viewers would make chicken-related comments, various sound effects, and jokes, to build hype for the product and the brand.
How to Use Twitch as a Brand
The most popular Twitch campaigns involve some kind of influencer marketing partnership, usually showcasing products through unboxing videos, giveaways, or reviews. Its wide range of options offers countless ways to create a successful brand in the gaming industry.
These are just a few examples of the lucrative campaigns that have proven the value of Twitch as a brilliant platform for brand management. Running a successful marketing campaign online can be a big project but with the right platforms, a keen awareness of your audience, and entertaining content, it’s an easy win.