How Doritos won over the gaming community by working with Twitch
Doritos, one of the most popular snack brands in the US, was seeking to establish their role in the competitive gaming space and build stronger bonds with the online gaming and e-sports community. So in 2020, they collaborated with Twitch Rivals North America – Twitch’s head-to-head competition series starring the community’s favourite streamers – to engage with gamers and position their brand as the go-to gaming snack.
Becoming the “official salty snack partner” of Twitch Rivals
Doritos became the “official salty snack partner” of Twitch Rivals North America. With this distinction, Twitch Rivals featured Doritos on their website, in social media posts and throughout live events on their channel. Doritos plunged headfirst into the gaming community with on-screen graphics, chat bots, a Doritos chip emoticon and Doritos of all flavors for streamers to enjoy during broadcasts. Overall, Doritos presented more than 50 Twitch Rivals tournaments featuring 2,500 participants.
Reaping exciting results
With Twitch Rivals North America, Doritos became part of the gaming community: 500,000 unique viewers tuned into Doritos-branded content on Twitch, racking up 35 million total views. Collectively, enthusiastic gaming fans watched 220.5 million minutes of content provided by the snack brand.
Hitting high scores with the Doritos Disruptor series
The snack brand upped their performance with the Doritos Disruptor Series, a community tournament series powered by Twitch Rivals. Gamers tested their skills in Twitch’s most popularly streamed games, including Call of Duty, League of Legends, Hearthstone and Among Us, and competed to win their share of a $10,000 prize pool per tournament as well as “Doritos for Days”, a six-month supply of Doritos chips.
The Doritos Disruptor Series turned out to be an electrifying success, with 600,000 unique viewers, 7.7 million total views, 61.8 million minutes watched, and probably the largest supply of Doritos chips yet dispensed.1 But most importantly, the tournament built excitement that led up to Doritos’ biggest event yet – the Doritos Bowl featuring Call of Duty: Warzone.
Wrapping it up with the grand finale: The Doritos Bowl
Doritos wrapped up the year with the Doritos Bowl, a three-day Call of Duty: Warzone tournament. Two hundred and fifty participants competed for a total prize pool of $250,000 over the course of the event, ending the snack brand’s year of collaborating with Twitch Rivals North America with roaring success.
Leveraging Twitch’s unique ad solutions
At each event, Doritos leveraged Twitch’s diverse advertising solutions, including custom influencer broadcasts, Twitch+ native ad promotional units and Twitch Premium video and display, to connect with the gaming community. Doritos’ high impact takeovers generated 80.5 million impressions (160% more than planned), 0.34% click-through rate for the takeovers, and an 82% video completion rate for standard video ads.2
Ultimately, Doritos’ activation with Twitch Rivals North America was successful because they brought additional value – and excitement – to gaming tournaments enjoyed by the community. Doritos wove their brand into the gaming narrative to create an authentic connection between Doritos and Twitch Rivals in the audience’s minds, and leveraged Twitch’s ad solutions to bring the experiences to life and create lasting impressions among the gaming and e-sports community.
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1 Advertiser-provided data, U.S., 2021
2 Advertiser-provided data, U.S., 2021