Instant dishes have gone viral. How did we do it in the Knorr x Żabka campaign?
Instant dishes of the Knorr brand have been on the market for many years, and for a large group of consumers they are the first choice in this category. Nevertheless, the manufacturer is trying to reach new people with its products, including young people. To win over Generation Z, the company used inStreamly technology to run an innovative campaign that went viral in the gaming community.
Adrenaline to win
At the heart of the campaign was a contest in which extreme real-world experiences were up for grabs, including a parachute jump, a car challenge and water madness. To participate, it was necessary to purchase three of the brand’s products at Żabka convenient store.
Young people are particularly open to extreme experiences, so the brand wanted to reach them. To this end, it used the inStreamly platform and Voice Recognition Mechanism (VRM) technology.
What is VRM?
Voice Recognition Mechanism (VRM) is an innovative tool that allows you to integrate brand messages into your live broadcast. Imagine you are watching your favourite streamer on Twitch and at one point he says a certain keyword, for example… “Knorr”. At that moment, the VRM mechanism recognizes the keyword and automatically displays an on-screen animation promoting the brand. The VRM mechanism thus makes the brand’s message a natural part of the broadcasts, which reach thousands of people.
VRM in Knorr x Żabka campaign
In order to highlight the extreme activities that could be won in Knorr’s contest, we made the promotional animations not only directly refer to them by theme. They were displayed when the streamer said a keyword directly related to, for example, skydiving or motorcycle riding.
An animated package of Knorr Carbonara played a central role in the campaign. When a streamer talked to his audience about swimming or water, instant noodles in a canoe would flow onto the screen. The utterance of automotive-related words caused the Carbonara to appear jumping on a motorcycle. In turn, just after mentioning the skies, an instant dish falling with a parachute would appear on the screen.
The activation appealed to streamers, as indicated by the words of Anterias, a streamer, who took part in it himself: “Knorr x Żabka is one of the many collaborations I have participated in and I am very satisfied with it. The whole course of the campaign was very natural, and thanks to the unusual way this collaboration was conducted (voice activation), the audience was much more involved in it. In addition, thanks to the well-chosen popup keywords, this collaboration came out very naturally and did not require any effort.
Viral in gaming campaign
The gaming community also reacted very positively, which resulted in some unexpected actions. Using the campaign’s voice activation mechanism, or VRM, and funny animations, viewers independently created special emoticons with the Knorr logo. Sending them on chat to streamers participating in the campaign, they reminded them to say one of the keywords while waiting for the Knorr animation to appear. As a result, the chat was almost completely covered with the logo of the promoted brand!
Eliza Stankiewicz, Brand Experience Lead – Knorr, summarised the campaign as follows:
“Young people are characterised by a great openness to innovation. Taking advantage of this in a campaign conducted among more than 500 streamers, we gained not only outreach to players. More importantly, we were able to gain their attention, and this resulted in actions taken by them. The gaming community greatly appreciated the naturalness of Knorr’s activation, which resulted in an avalanche of emoticons with our logo appearing in creators’ chats. The unexpected effect of the campaign would have been difficult to achieve with standard solutions.”
The activation confirmed that it is almost impossible to predict the viral effect of the campaign. Nevertheless, an atypical concept, knowledge of the target group and the use of innovative solutions can help trigger it.
A total of 530 streamers joined the campaign, in which they generated more than 800,000 impressions and a CTR of 0.39%.
The GroupM agency (+ mSpark) was responsible for the strategy and creative concept. inStreamly was responsible for the animation scripts along with their preparation and provided the technology necessary for the campaign.
