Situation

In Turkey, Twitch streamers were being watched by a large number of people. Therefore, to collaborate with these streamers, we needed to allocate a significant budget. We attempted to overcome this obstacle in the most economical and creative way possible

Brief

Young people were spending a lot of time on Twitch. However, reaching them on Twitch was quite challenging. Therefore, we wanted to differentiate ourselves from other brands and create communication that would attract the attention of young people. We aimed to do this by using media in the most economical and creative way possible.

Objectives

We wanted to move away from boring media usage. And by using media in the most economical way, we aimed to reach broad target audiences.

People had become very tired of watching ads on Twitch. Therefore, they no longer wanted to see more ads. We overcame this challenge in a creative way. By using our advertising message innovatively and creatively, we captured everyone's attention.

We opened dedicated Twitch accounts for our menus. Then, by donating to Twitch streamers equal to our menu prices, we inadvertently advertised. Streamers unaware of anything promoted our brand in front of thousands of viewers during live broadcasts and communicated our menu prices.

Data gathering:

People had become very tired of watching ads on Twitch. Therefore, they no longer wanted to see more ads. We overcame this challenge in a creative way. By using our advertising message innovatively and creatively, we captured everyone's attention.

Target audience (consumer demographic / individuals/ organisations):

We targeted the young gaming audience, aged between 15 and 35, who spend a lot of time on Twitch and closely follow the gaming world.

Relevance to social platform:

"In our campaign targeting all gaming enthusiasts, we hacked Turkey's most famous Twitch streamers. And we communicated through Twitch.

Approach:

More than 11.500 with 170TL. (BIG MAC MENU),3.500 with 175TL.(BIG TASTY MENU), 7.600 with 100TL.(McCHICKEN MENU),12.700 with 135TL.(DOUBLE KOFTE BURGER MENU)

Implementation:

Twitch streamers were directly reading the donations they received during live broadcasts. We opened special Twitch accounts for our menus. Then, without the knowledge of the streamers, we donated to them an amount equal to our menu prices. By 'hacking' the streamers, we effectively communicated the prices of our menus during live broadcasts.

Media channels and integration:

In the project conducted exclusively on the Twitch platform, we utilized the Twitch donation mechanism for the first time as a platform

Timeline:

Live broadcast

Scale:

Thousands of people instantly

Time spent with brand:Live broadcast

Proof of engagement: Number of interactions, downloads or comments:

More than 11.500 with 170TL. (BIG MAC MENU),3.500 with 175TL.(BIG TASTY MENU), 7.600 with 100TL.(McCHICKEN MENU),12.700 with 135TL.(DOUBLE KOFTE BURGER MENU)

Owned media results:

More than 11.500 with 170TL.(BIG MAC MENU),3.500 with 175TL.(BIG TASTY MENU),7.600 with 100TL.(McCHICKEN MENU),12.700 with 135TL.(DOUBLE KOFTE BURGER MENU)

Earned media results:

More than 11.500 with 170TL.(BIG MAC MENU),3.500 with 175TL.(BIG TASTY MENU),7.600 with 100TL.(McCHICKEN MENU),12.700 with 135TL.(DOUBLE KOFTE BURGER MENU)

Consumer loyalt:

We creatively utilized our advertising strategy against the young target audience who dislike watching ads. We cleverly advertised without compromising the quality of the broadcast for any viewer. This way, we ensured that viewers develop sympathy towards McDonald's.

Brand perception:

We creatively utilized our advertising strategy against the young target audience who dislike watching ads. We cleverly advertised without compromising the quality of the broadcast for any viewer.