5 hamsters eating sunflowers on Twitch for an hour tricked 5 of the most famous streamers in Spain to join our stream and talk about it on their own channels for free, reaching each of their communities of followers and achieving 300 million organic views and almost 12 million impressions.

As “Marca”, Spain's most read newspaper put it: “The most amazing streaming in Twitch´s brief history”.

KFC is a relatively small brand in Spain compared to Burger King and McDonalds, so we need to reach new audiences.

In order to do that, we partnered with Grefusa, one of the leading snack brands in Spain to launch KFC flavoured sunflower seeds, a popular snack for young people in Spain, so people could get a taste of KFC.

The problem? We didn’t have media budget to do a big launch.

How could we get our new product noticed between our audience?

In order to reach a bigger audience, we decided to trick 5 of Spain's most popular streamers on Twitch to become part of our campaign.

How? By launching an unconventional streaming content that reached them and got them talking:

We found their hamster doppelgangers (the best influencers for sunflower seeds), and recreated a miniature hamster themed version of their streaming setups, an instantly recognizable element of their personal brand that their Twitch subscribers know and love.

And just like that, 5 hamsters eating sunflower seeds became an instant hit and one of the most shared streams by a brand in the brief history of Twitch.

Twitch has quickly become one of the fastest growing platforms to reach young audiences in Spain, trailing only the US in popularity. In fact, we have some of the biggest streamers in the world.

They are the new rockstars, and our competitors pay huge contracts to work with them. The only problem is that we didn’t have the budget to convince them to talk about our new product.

But what if we could make something impossible to ignore for them?

By replicating a key element of their life as Twitch streamers: their streaming setups. Themed rooms that they decorate and personalize, because it's the background for all their streaming content.

First we collaborated with one of the best miniature model makers in the country to design an exact replica with all kinds of details (hamster style) of each of the 5 most famous streamers setups (their streaming rooms). Then, with the collaboration of an animal protection association, we found their hamster doppelgangers. And finally, we planned the stream with a multi-camera live for each of the sets.

A few days before the event, we heated up the event on our social media generating buzz about the stream, suggesting big streamers would participate, but not revealing the true content.

Finally we went live and revealed the much anticipated stream. And when everybody saw 5 hamster lookalikes of their favorite streamers, named after them, eating sunflower seeds in a miniature version of teach of their sets, Twitch went completely nuts.

People went crazy and started writing and sharing both on social media and even in the live streams of each of the targeted streamers who, little by little, interrupted their own content to share our live stream and talk about it in their own channels.

We made it. We didn't only actually reach them, but got Spain's biggest streamers to share our live stream for free, comment it and even make videos analyzing how crazy it was that we replicated their setups.

With less than 1 hour of streaming, we got over 11.4 million impressions, and 1 million interactions and our own Twitch stream accumulated more than 285.210 total minutes viewed.

With the streamers amplification we reached over 300MM organic views.

But not only that, the word spread about KFC flavoured seeds, and we sold more than 2,5 million packs, surpassing even the best selling Grefusa seeds for a week.

Flavoured sunflower seeds are one of the most popular snacks in Spain, specially amongst youngsters.