Over a couple of years, the gaming industry has skyrocketed and gained popularity with the millennial population. E-sport gaming is becoming a popular career choice for video game enthusiasts. There are countless gaming channels on YouTube and millions of streamers as well.
To accommodate gamer’s needs, Twitch is a popular platform for gamers to stream and record their gaming sessions. With large audiences tuning into streams, Twitch is an ideal place for brands to market themselves. So let’s take a look at 8 Influencer marketing twitch examples.
UBISOFT PARTNERS WITH LIRIK
Saqib Ali Zahid, better known as Lirik, is a twitch gamer and streamer with over 2 million followers and over 232 million views. He consistently streams throughout the whole week, attracting an audience of 20,000 to 40,000 viewers. Something unique about him is that he does his streaming without a webcam and still attracts many people.He plays various games like Steep, Rust, and Fortnite.
Ubisoft wanted to advertise its first-person shooter game ‘Tom Clancy’s Rainbow Six: Siege’, and what better way to do it than partnering with Lirik. Zahid did a stream where he played the game while interacting with the audience. While playing, he answered people’s questions and even recommended the game to them. The stream was able to achieve 15,093 views.
Hersheys, famous for its chocolate bars and kisses, wanted to market themselves differently than their conventional social media approach. With their new Reese’s Pieces chocolate bar, they wanted to advertise it differently. That is when they came across Twitch and its famous streamers. To make it into reality, they capitalized on the TwitchCon in 2018, where their marketing leveraged their influencer support.
Afterwards, they managed to partner with twitch streamers Ninja and DrLupo to promote their new chocolate bar. They did a live stream trying and reviewing the new chocolate bar with a huge audience. They reached a large number of people with posts on other platforms.
American fast-food giant KFC wanted to advertise their chicken wings, for which they partnered with Twitch streamer, DrLupo. Yes, DrLupo again! He is a full-time streamer and has cultivated a close-knit community of fans. DrLupo teamed up with another twitch influencer Anthony Kongphan to play PUBG (PlayerUnknown’s Battlegrounds). This was primarily because of the connection of PUBG’s winning catch phrase ‘Winner winner chicken dinner’ and KFC.
In the live stream, whenever he and Anthony won a match, the audience members would type ‘winner winner’ in the chat, which would turn into a special KFC bucket emoji depicting the chicken dinner. And by typing that out, they would be entered to win a KFC gift card. Alongside this, the duo also gave away free in-game prizes. They also frequently shouted KFC to show their passion for the campaign and give the people a chance to win the KFC gift card.
Wendys is an American fast-food chain that has a marketing strategy, unlike others. At the time when other brands were not active on social platforms, Wendys broke the norm and presented themselves online in the most clever and entertaining ways.
Later, with Twitch’s advent, Wendys kept their marketing spirit alive by creating their official account. That is something you do not see brands having. They conduct weekly streams of popular games while also interacting with viewers. This gives them an edge as no other restaurant had an active twitch account at the time. Since launching, they have accumulated 115,000 followers and 10,000 to 50,000 views on average as of March 2021.
In a highly male-dominated realm, RoryPlays is an anomaly in the twitch world. Being an only female, it might be hard to compete with male counterparts with thousands to millions of followers. Indeed, she has a relatively small following of 14,000, but she generated phenomenally high engagement. She plays various games but tried out EA’s ‘The Sims: Cats and Dogs’ as part of their partnership. In the two hours long stream, she played the game while going over its features.
Doritos came up with an innovative way to market themselves by partnering with Twitch to create a tournament with famous gamers and streamers. It was called the Doritos Bowl under their ‘make your game campaign,’ and it resonated with the hyped Super Bowl contest in the US. It was a four-house competition with twitch influencers like CouRage and Shroud being head to head. With commentators and live TV coverage, it was a professional event and attracted an audience of 16,000.
UBISOFT PARTNERS WITH BONER
To advertise their game ‘South Park: The Fractured But Whole,’ Ubisoft partnered with 25-year-old Tucker Boner. Boner has over 1 million followers and plays multiplayer games like Minecraft, Fortnite, and PUBG. He goes by the username ‘iiJerichoii’ and enjoys streaming video games.
Boner created excitement by playing the game and giving the viewers his transparent reactions in the sponsored live stream. Since it was his first time, it added to the excitement around the live stream and increased the campaign’s value. The stream garnered 5027 views.
This is another example of an influencer promoting a game. Guy Beahm, aka DrDisrespectLive, is a big twitch influencer with over 2 million followers. He is known for his flashing appearance and his unique disregard for video game etiquette. Guy is known for his authentic relationship with his followers and receives many gifts. This authenticity makes him a good option for brands to partner with. Indeed, Daybreak games were looking to market their ‘H1ZI Auto Royale’ game and found DrDisrespectLive to be the ideal candidate. In the 3-hour live stream, he introduced the game in royal style while answering people’s questions. His playing the game gave the viewers a sense of what they were paying for. In the end, the stream got 39,346 views.