While a tomato-headed character swings a pickaxe to destroy a freezer in Fortnite’s fictitious burger joint Durr Burger, a team of Wendy’s social media strategists engages in a live chat with thousands of viewers. The fast-food brand is “waging a war on frozen beef” and has taken the battle to Twitch by streaming games of Fortnite with the sole intention of destroying freezers.
Twitch.tv, a streaming platform Amazon purchased for $970 million in 2014, has become the home of esports.
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