Burger King has found a clever way to take advantage of Twitch’s donations feature for cheap publicity.
The fast-food chain donated amounts between $1 and $5 to several popular gaming streamers, then used the personalized message option that comes with such donations to have a bot read a plug for the restaurant’s app and summer deals live on the stream. Burger King collected some of the reactions to the stunt from gamers in a compilation video released today from agency David Madrid.
“Listen, are you going to sponsor me or not?” one gamer said in response to the donation.
The exact amount of each donation matched the price of the particular deal it was promoting—$1 for a mini-shake or $5 for a whopper, for instance. Burger King claims to be the first major brand to use Twitch’s donations feature for advertising.
This isn’t the first stunt Burger King has pulled through Twitch. Last year, its Chilean arm hosted a streaming event for Twitch users to collectively make a Whopper, tapping into a popular subculture on the platform. The brand also partnered with esports brand FaZe Clan for the rollout of the Impossible Whopper last fall.
Meanwhile, Amazon-owned Twitch has been taking steps to make its platform more amenable to brands to pay higher-dollar amounts than small donations. In March, it partnered with Comscore to provide more detailed audience metrics, and the service’s “Just Chatting” section has proven to be a hotspot for brand marketers looking to leverage the site’s popularity.
Agency: David Madrid
Global CCO & Partner: Pancho Cassis
Global COO: Sylvia Panico
Executive Creative Director: Saulo Rocha, André Toledo
Creative Director: Fred Bosch, Álvaro Palma
Copywriter: Jaime Ludeña
Art Director: Francesc Enrich
Group Account Director: Stefane Rosa
Management Supervisor: Jenny Gobel
Account Executive: Rachel Startz
Strategic Manager: Patricia Urgoiti
Head of Production: Alejandro Falduti
Client: Burger King USA
Production Company: DeSeif, Madrid
Key Visual: Legacy Effects
Matt Alavi – Photographer
Jim Charmatz – The King