When broadcasting on Twitch, many influencers have an enabled system, thanks to which viewers can make various donations, and an automatic program reads their message. Typically, many web developers praise the direct contact with the community, which allows not only to receive grants, but also to provide good news.
The Ogilvy advertising agency decided to use the system in an unusual way – during many broadcasts of popular streamers, one of their teams repeatedly paid 5 dollars, and the message that appeared promoted the Burger King offer. The amount seems significant enough because it allows you to buy a whooper, fries and a drink.
The action collects very mixed opinions among players, and the streamers themselves do not hide their indignation. Some of them expressly express their dissatisfaction – the agency, instead of paying for the marketing campaign, uses the system, offering change.
The material presented by the agency from the mouth of one of the influencers asks a direct question: “Listen, are you gonna sponsor me or not?”
Nati “ZombiUnicorn” Casanova commented on the action with the following words:
“This is absolutely unprofessional and unethical. I don’t know if anyone has accepted this idea. They should consult professional streamers before starting this initiative.”
AnneMunition is also outraged by the action:
“I really despise companies that use my live content to stuff their ads without paying me in advance or paying for ads, which I’m sure are worth more than $ 5.”
Subsequent streamers, who without prior arrangements, were also involved in the campaign to promote Burger King, talk about a lack of work ethic, and corporations with a multi-million reach should not engage in marketing campaigns of this type.
Ross “RubberNinja” O’Donovan openly states that the initiative should be handled by the relevant services:
“This leads to a precedent. Ads also need to be exposed. Doing this on someone else’s platform without first contacting you is gross. I really think this should be investigated by the FTC [Federalną Komisję Handlu-red.]… I think they should be held accountable, and in the future it should be a case study for marketing students because it’s totally unethical. I am shocked that someone did it. “
It should be noted that the advertising agency praised the results of the entire project and prepared a video summarizing the promotion.
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