Burger King was able to generate some attention with a guerrilla marketing campaign on Twitch. The unintentionally involved streamers didn’t find the action funny at all.
On Twitch, viewers can send money to streamers during the broadcast and add a text to the payment. Some streamers, in turn, use software that reads this text out automatically. The agency Ogilvy took advantage of this fact for a guerrilla marketing campaign on behalf of the fast food chain Burger King.
Title: The King of Stream
Client: Burger King
Team: @weareDAVIDmadBurger King turned Twitch’s donation feature into a marketing campaign.
Check out more #ClientWork, here: https://t.co/F7JV9RUakK pic.twitter.com/KUhtxctwhu
– Ogilvy (@Ogilvy) August 18, 2020
Ogilvy employees sent streamers the same amount of money as burger king offers. In the accompanying text, they then pointed out what you get for this amount at the fast food chain. As a video later published by Ogilvy shows, this led to some confusion among some streamers.
Twitch streamers are not very enthusiastic about the guerrilla marketing stunt
After Ogilvy published the video of the action, some Twitch streamers spoke up on Twitter and criticized the action. “I really despise it when companies use my live content to push their advertising without agreeing with me beforehand or offering me the payment that I should get for marketing, namely more than $ 5,” complains for example Professional streamer Anne ammunition. Other streamers made similar comments about the Burger King promotion.
Meanwhile, the Amazon subsidiary Twitch explains Kotakuthat the company was not involved in the campaign. “Our community is our priority, and we work to ensure that our streamers come first in every brand we work with,” the US video game publication quoted the streaming provider as saying.
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