What Happened
Frozen pizza brand Totino’s is trying a new way to get in on this Sunday’s Super Bowl buzz without blowing millions of ad dollars: they are sponsoring a pre-game show on popular videogame streaming site Twitch. The General Mills-owned brand is sponsoring a three-and-half-hour long game show featuring celebrity gamers, hoping to capture the audience sitting down to watch Twitch before the big game begins.
What Brands Need To Do
As the leading channel for gameplay streaming, Twitch provides brands with a great platform to connect with Millennials. By sponsoring the pre-game show, Totino’s is trying to capitalize on increased Super Bowl Sunday viewership on Twitch, which reportedly sees a 10-15% spike in time spent on game day. In order to reach consumers on those streaming platforms, brands should consider seeking sponsorships with social influencers or planning their own livestream events.
For more information on how brands can reach consumers on ad-free services, check out the Ad Avoidance section of our new Outlook 2016.
Source: Digiday