Sour Patch Kids is returning to Twitch to promote its new not-so-sour fruit flavors — peach, watermelon, grape, and strawberry — with the help of popular Twitch creators dubbed “Rocket League MVPs.” Athena, GernaderJake, JonSandman, and Rizzo will be featured in livestreams and limited-edition Sour Patch Kids boxes, demonstrating how Twitch talent has risen to the level of brand ambassador According to the press materials, their sponsored broadcasts will also increase “rewards opportunities” for viewers.
Marketers are continuing to look for new ways to connect with gamers and esports fans, a trend that coincides with the growing popularity of Twitch livestreaming. The platform’s efforts to attract and retain top talent include a focus on creators. The Amazon-owned platform debuted an Ads Incentive Program earlier this year, which aims to make ad revenue more predictable for creators, as well as other features that help brands connect with Twitch viewers.
Last year, Sour Patch Kids collaborated with Twitch on a limited-edition box featuring creator TimTheTatman. Thousands of boxes were sold in the first stream of the collaboration. The new custom packaging will be available for purchase via a custom landing page on June 15, and the brand’s livestreams will begin, with more events planned throughout June and July.
Sour Patch Kids is holding a sweepstakes for a chance to win a $10,000 grand prize by voting for their favorite creator-flavor pairing and purchasing creator-customized packaging.
Both the voting minisite and the direct-to-consumer site allow the Mondelez brand to collect first-party data, which is becoming more valuable to marketers as privacy regulations tighten and third-party cookies become obsolete.