Rügenwalder Mühle

Vegetarian product meets gaming

When we teamed up with Rügenwalder Mühle to think about how to make a vegan BBQ event really sizzle, we weren’t just thinking about grilling. The goal? To inspire the Twitch community for the new product “Vegetarischer Mühlen Snack,” generate clicks, and of course, distribute some fancy prizes among the people. Spoiler alert: It worked.

SHORT FACTS

Objective

Increase brand awareness of Rügenwalder Mühle within the Twitch community.
Accompanying marketing for product launch
Generating clicks to the campaign page
Conceptual and technical implementation of the live stream
User-generated content through a photo contest

Platforms

Timeframe

2021

Influencers

@MckyTV

Planning & strategy

Our plan was twofold: firstly, establish a consistent presence through MckyTV in his streams to familiarize the community with Rügenwalder Mühle products. Then, follow up with a big event - the BBQ Bash - to elevate the partnership to the next level and actively engage the community. And with guests like Amar and xTheSolution, we ensured the attention of the entire Twitch community.

Twitch partnership

Over several months, MckyTV consistently promoted Rügenwalder Mühle in his streams, informed viewers about the new product “Vegetarischer Mühlen Snack,” and demonstrated the versatility of vegetarian diet options.

Event Stream "BBQ BASH"

The highlight of this partnership was the BBQ Bash event stream in August 2021, where viewers could admire the influencers' grilling skills, participate in a photo contest, and win amazing prizes such as a PS5, a RECARO gaming chair, and a Logitech mouse & keyboard set. And yes, the community was excited.

Results

After extinguishing the grill and distributing the prizes, it’s time to celebrate the results. The numbers speak for themselves, showing that we not only produced hot coals but also hot KPIs (Key Performance Indicators).