Published on July 17th, 2024
Location: France
KitKat® encourages streamers and viewers to take a break on Twitch
Paris, July 17th, KitKat® has been involved in the world of esports and gaming for several years and regularly encourages players, viewers and streamers to take a well-deserved break and enjoy their passion to the full. In 2023, KitKat® was already making a commitment with the #KitKatStreamerBreak by taking breaks from streamers and entertaining their fans in their absence.
To continue its initiatives with the younger generations on Twitch, KitKat® France offered everyone a preview of the summer break, as a major partner of Popcorn on June 18th 2024 at the Opéra Berlioz in Montpellier in a superb atmosphere! An agreement signed by SPORTFIVE-BLRK, an international sports marketing agency.
To continue its initiatives with the younger generations on Twitch, KitKat® France offered everyone a preview of the summer break, as a major partner of Popcorn on June 18th 2024 at the Opéra Berlioz in Montpellier in a superb atmosphere! An agreement signed by SPORTFIVE-BLRK, an international sports marketing agency.
A unique partnership, centred around the break, at the heart of the most popular Twitch show in France, which enabled fans to :
Win seats in the Golden Square at Le Corum and receive KitKat® Summer Packs: all the equipment needed for a successful summer holiday in the brand's colours: suitcases, sleeping bags, external solar-powered battery, notebooks, USB octopuses and sunglasses.
Get on stage and take part directly in the show, with a dedicated game and a special joker that stops time: the KitKat® break, which allows the whole room to help the participants. For all online fans, a version of the general knowledge game was available on Popcorn's Instagram account.
All 1,800 participants received free KitKat® Balls in iconic KitKat® x Popcorn cups, along with souvenir fans of the KitKat® x Popcorn event. The programme was widely followed on social networks by fans of the show, with over 2M impressions generated on sponsored content and a Twitch show that already has a cult following:
On June 18th, Popcorn was the most-watched Twitch live show in France and abroad, with more than 280,000 unique viewers and 500,000 live views over the 2-hour broadcast.
SPORTFIVE buildarocket worked with Webedia Livestream to design and implement the various aspects of the ‘Popcorn in public in Montpellier x KitKat®’ partnership.
The two agencies identified physical and digital activations that naturally met the brand's objectives and were implemented before, during and after the event to maximise its impact.
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Photos credit: Laura Gilli
The story between the brand and the streamer continues to unfold. We look forward to taking a break with KitKat® and Domingo throughout the year.
Benjamin DEBLICKER, SVP Sales at SPORTFIVE
And there's more: the KitKat® Streamer Break continues until December 2024!
From this summer until the end of the year, KitKat® will be a partner of Domingo's breaks in every aspect: live during his lives and on a daily basis in his stream planning, as the only partner of the streamers when they are not streaming.
After hosting Domingo's breaks last year and winning numerous gaming prizes, KitKat® will be entertaining fans with a brand new dedicated game during the breaks. Players will have to try and knock down as many KitKat® Balls of all types as possible before they hit the iconic popcorn box.
The best players will once again have the chance to win the latest gaming prizes: a fully-equipped gaming PC, games consoles, gaming peripherals, high-tech headphones and other rewards to make their gaming breaks even more fun.
Through this new chapter of the #KitKatStreamerBreak, KitKat® is proud to continue its initiatives with streamers and viewers to provide everyone with well-deserved breaks from everyday life!
For Lucy BONNETIER, Family Confectionery Brand Manager - KitKat®, Smarties, Lion, Crunch, Nuts, Galak at NESTLÉ “KitKat® knows how important it is for all of us to take breaks, which is why we are delighted to have launched the #KitKatStreamerBreak scheme and to be taking it even further this year by partnering the flagship Popcorn live show in Montpellier. After several years of KitKat®‘s presence in the gaming world, we're delighted to continue working with BLRK, with a team that has taken KitKat®’s DNA and its raison d'être, Have a Break, Have a KitKat*, as the starting point for meaningful partnerships that allow us to give streamers a break and delight fans.”
Benjamin DEBLICKER, SVP Sales at SPORTFIVE: “We are delighted that KitKat® has placed its trust in us once again, after a very promising first edition of the streamer break in 2023. The story between the brand and the streamer continues to unfold. We look forward to taking a break with KitKat® and Domingo throughout the year.”
Photo credit: Clément Cellier
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About SPORTFIVE
SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.
While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.
Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.
Press contacts
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Elodie Thuret
Senior Communication Manager
elodie.thuret@sportfive.com
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