What Happened
Carl’s Jr., notorious for some of its provocative and exploitative ads, is looking to update its brand image by promising its future commercials will focus on “food, not boobs.” The fast food chain chose to broadcast that creative transformation on Twitch with a tongue-in-cheek demolition session of the props featured in its previous ads. The branded livestream took over Twitch’s homepage on Saturday, April 8 from 11 a.m. – 1 p.m. EST, and featured the chain’s fictional founder Carl Hardee Sr. and his son obliterating bikinis and tanning oil with the help of YouTube stars “The Slow-Mo Guys.” The experience also takes advantage of Twitch’s interactive features, allowing the audience to chime in during the live broadcast to help the characters choose their methods of destruction.
What Brands Need To Do
This is not the first time Carl’s Jr. has leverage Twitch’s platform to reach consumers in its online campaigns, as the company has hosted branded gameplay sessions with influencers and teamed up with Vice to create live commercial breaks. With 9.7 million daily active users, Twitch is a formidable force in online media that most brands have yet to tap into.
In recent years, the competitive gaming industry has grown into a media opportunity that brands should not ignore. Some early-adopting brands, such as Coca-Cola and Geico, have been sponsoring eSports events to reach its young, male-skewing audience. More brands should consider leveraging sponsorships and branded live streams to reach the growing number of viewers on eSports streaming sites.
Source: Creativity Online
