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Cases / Aïki
Influencer Marketing
Park faster than everyone else and win a PS5: that was the deal when Aïki noodles moved into You Suck At Parking, a Belgian racing game, with four Twitch streamers leading the way.
Client
Aïki
Year
2021
Platforms
Twitch, TikTok, Instagram
Service
Award
Bronze, IAB MIXX Awards Belgium 2021
Results
1.6M
Live views on Twitch
172k
Hours watched on Twitch
Creators
4 streamers
The campaign manager
Gamers love a snack while they play, but noodles rarely come up during a stream. Aïki wanted to become the snack that gamers in Belgium think of first. That takes more than one sponsored post: it means being part of the streams people watch for hours, week after week, in a way viewers actually enjoy.
Together with gaming agency VCTRY, we set up an ambassadorship of at least six months with four streamers: Gronie, Abulic, Klappie and Marnick. Aïki was on screen in every stream, with a link on the channel, and the streamers tasted the noodles live.
The big moment came in March 2021, inside a game made in Belgium: You Suck At Parking by Happy Volcano. In that racing game you speed through tricky levels and try to park your car in an empty spot as fast as you can. Happy Volcano added Aïki billboards, branded tracks and an Aïki car, so the brand became part of the game itself instead of an ad next to it. The streamers then challenged their viewers to a three-day contest on the Aïki tracks, and players who made it to the final day could win Aïki trays, cool boxes and two PS5s.
After that, every month brought a new reason to tune in, from giveaways to the Crazy Aïki challenges, each one as short as the time it takes to make a cup of Aïki. In the autumn, a second tournament put a gaming PC up for grabs. The campaign won bronze at the IAB MIXX Awards Belgium 2021. Parked, and well fed.
@abulicWin a PS5
@abulicParked!
@bloodygoodreviewsA player’s run
@abulicRound two
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