Published on October 9th, 2023

Location: France


KitKat®, the chocolate bar brand, launches its new activation campaign KitKat® Streamer Break, offering French streamers a break. A campaign conceived and created by esports and gaming agency Build a Rocket, a subsidiary of SPORTFIVE. For the past two weeks, a selection of streamers in France have had their breaks taken over by the brand, with the aim of keeping streamer communities lively even during their breaks.

A new way to engage audiences

The battle for attention is becoming more and more complicated for streamers, as it's challenging to maintain a hard-to-get audience connected and active on incredibly transient streaming platforms during live shows. An ordinary break of just a few minutes can cause viewers to lose interest and the number of connected fans to drop rapidly. With this in mind and given the brand's long-standing presence in the gaming world, the Build a Rocket team advised the brand on the development and production of their new KitKat® Streamer Break campaign.

For three months, the break times and stream schedules of five influencers will be sponsored by KitKat®. This is a first on the Twitch streaming platform in France, where no other brand has ever occupied these slots. KitKat® is the first brand to sponsor a streamer's offline moments when they're not streaming, so they can enjoy their breaks too.

To take things a step further, Build a Rocket has developed a mini-game for the brand to accompany the breaks for one of the biggest streamers in France, and engage his community over the last two weeks. During his live streams on Twitch, fans were able to play a KitKat® mini-game and try to win a range of prizes. This scheme is a response to the challenges faced by streamers in France today: being able to take breaks while maintaining an active audience.

Lucy BONNETIER, KitKat® Brand Manager, KitKat® has been present in the world of esports and gaming for several years, and now wants to go even further into the world of Gen Z via streaming platforms. We're delighted to be able to accompany streamers on their breaks, to provide them with a solution that meets their needs and corresponds to the brand's motto, "Have a Break, Have a KitKat®*". We're also delighted to be working with Build a Rocket, who have been supporting us in activating our esports partnerships since our first League of Legends commitments.”

Antoine GOURLAY, Senior Esport Consultant at Build a Rocket adds: “We're delighted to be working with KitKat® on this new activation, and we'd like to thank them for their confidence. It was important for us to create a campaign that made sense, and that not only met the brand's challenges, but also addressed the issues that streamers face. This new collaboration once again demonstrates the agency's know-how in the esports arena and the expertise of our activation talents.”


    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.

  • About Build a Rocket

    Build a Rocket is an international Esports and Gaming agency that enables brands worldwide to connect with digital audiences. The company, which has been part of the sports business agency SPORTFIVE since 2021, develops customised and authentic activations and specialises in the conception, planning and execution of creative campaigns. The agency has already collaborated with global companies such as SAP, Disney and KitKat and has a large network in the fields of Gaming, publishing, and influencer marketing. In addition to its headquarters in the heart of Cologne, Build a R07333ocket has offices in London, Paris, New York, Seoul, and Barcelona. For more information, visit buildarocket.com and LinkedIn.

  • About KitKat®

    "Have a Break, Have a KitKat®" with KitKat®, a crispy wafer coated in melting milk chocolate. Loved by all for its light texture and delicious chocolate, KitKat® offers a whole range of products for gourmet breaks*. Whether you're looking for a snack or a gourmet break, there's a KitKat® chocolate to suit every taste. Nestlé Chocolat is committed to more sustainable cocoa farming through the Nestlé Cocoa Plan, which will cover all our cocoa supplies by 2025.

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