Chipotle has partnered with live streaming platform Twitch to give away up to 500,000 free digital orders of chips and guacamole. The campaign was launched to coincide with the launch of Capcom's 'Street Fighter 6' video game title, which is releasing this week. The 'Super Ultra Combo Week' will gift free digital vouchers to viewers who watch an hour minimum of Street Fighter 6 gameplay on Twitch. Players will receive the voucher in the Twitch inventory, similar to a drop.
Twitch will also provide a 30% discount on Street Fighter 6 apparel found in its Amazon clothing collection.
"Brands want to authentically connect with Twitch communities around cultural moments that matter. For this generation, and certainly on Twitch, those moments are often highly anticipated game releases," commented Twitch chief marketing officer, Rachel Delphin. "Rewards are a big part of gaming culture, and pursuing viewer rewards on our service allows Chipotle to provide an additive experience and connect meaningfully with the big and passionate Fighting Game Community [FGC] on Twitch," she continues.
Livestream-Enabled Food Vouchers
Twitch Teams Up with Capcom for the Launch of Street Fighter 6
Trend Themes
1. Livestream-enabled Vouchers - Livestream-enabled vouchers promotes viewer engagement and fosters brand awareness in gaming communities.
2. Digital Promotions - Digital promotional campaigns drive user adoption and provide additive brand experiences.
3. E-commerce Advertising - E-commerce advertising provides access to highly engaged consumer demographics, resulting in increased sales.
Industry Implications
1. Fast Food - Fast food brands can enhance brand presence by leveraging Twitch's engaged gaming communities through digital promotions.
2. Gaming - Gaming companies can offer promotional campaigns to leverage gaming communities on streaming platforms and e-commerce websites.
3. E-commerce - E-commerce platforms benefit from promotional campaigns and advertising partnerships to increase consumer engagement.