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                                      🎉 2022 Shortlist

                                      McDonald's Germany – Sub Bomb Delivery

                                      Entrant: Jung von Matt SPORTS GmbH

                                      NOMINEE ✨
                                      • Best Engagement Through Esports & Gaming

                                      Sub-Bomb-Delivery

                                      ABOUT THIS ENTRY

                                      How can a brand truly contribute something to the vivid and growing Twitch community?

                                      McDonald’s found a unique way – supporting entertaining streamers and viewers within a new livestream format.

                                      How does this represent “Excellence in Engagement”?

                                      With this activation on Twitch, McDonald's has created a new form of interaction with the community. Only together with thousands of viewers the surprise and support of the micro-streamers could have happened. In the process, McDonald's took on the role of initiator. The stage, however, was given to the small streamers and the spectators, whose interaction made the whole thing a very emotional experience for everyone. Many of the small streamers have burst into tears of joy in front of the camera or went completely nuts. This, in turn, was so fun and entertaining for the community that they themselves made sure that the streams often went on for several hours. Way longer than planned. Moreover, the community was asking for more SubBomb streams. Thus, McDonald's decided to follow up the first live stream with seven more. It is important to remember that the target group on Twitch has a very good sense of whether a brand is chumming up or supporting in an honest way. The community was extremely enthusiastic about this activation – the high engagement and loads of positive comments during the livestream reflected this.

                                      Objective: At the same time people ordered more food than ever before. We wanted to connect these dots and establish McDonald’s as an enabler for the vivid and growing streamer and gaming community on Twitch.

                                      Strategy & Execution: What could McDonald’s deliver to the streaming community and fans apart from tasty food? Well, there are so many talents on Twitch who stream only for a handful of viewers. What they need the most are more viewers and paid subscriptions. For this cause, McDonald’s teamed up with one of the biggest German Streaming teams: PietSmiet. During eight livestream events, PietSmiet sent their entire community to the channels of selected small streamers. They were happy to join the action and surprised those small streamers with thousands of viewers on their counter. Then McDonald’s delivered thousands of paid subscriptions (€3,99 each) to all the viewers. Gifting subscriptions is a unique feature only on Twitch. In this case it, supported on the one hand the micro streamers financially. And on the other hand, converted the viewers into official subscribers of those streamers.

                                      Results: The micro streamers were totally overwhelmed by getting so much attention, love, and subscriptions. Many of them were crying or they completely freaked out. The eight streams became a popular event for the community on Twitch. In total, we reached more than 5 million individuals, almost 470 thousands of them during live streams. Even traditional newspapers reported about it. Most noteworthy, we donated thousands of paid subscriptions. McDonald’s was universally praised as an enabler and the reactions during the streams quickly became memes. But more importantly, the delivered sub bombs resulted in real growth for the micro streamers involved with many doubling their viewer count weeks after the events. McDonald’s is truly paying respect to each and every streamer independently and thereby undermines its core values of togetherness, inclusion, and appreciation.

                                      Production

                                      2nd Wave GmbH
                                      Jung von Matt SPORTS 


                                      Credits

                                      Markus Weiss
                                      Director Corporate Affairs
                                      McDonald’s Deutschland LLC

                                      Katharina MĂĽller
                                      Senior Team Manager Corporate Affairs
                                      McDonald’s Deutschland LLC

                                      Robert Hoenerbach
                                      Manager Corporate Affairs
                                      McDonald’s Deutschland LLC

                                      Jonas Starick
                                      Specialist Corporate Affairs
                                      McDonald’s Deutschland LLC

                                      Boris Lehfeld
                                      Managing Director
                                      2nd Wave GmbH

                                      Johanna La Motte
                                      Artist- & Campaign-Manager
                                      2nd Wave GmbH

                                      Alexander Michaelsen
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Ronnie Patt
                                      Executive Creative Director
                                      Jung von Matt SPORTS 

                                      Grischa Mentgen
                                      Creative Director Copy
                                      Jung von Matt SPORTS 

                                      Victor Bellu
                                      Copywriter
                                      Jung von Matt SPORTS 

                                      Johannes Gorsboth
                                      Copywriter
                                      Jung von Matt SPORTS 

                                      Hannah Wahlmeyer
                                      Art Director
                                      Jung von Matt SPORTS 

                                      Robert Zitzmann
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Holger Hansen
                                      Managing Director
                                      Jung von Matt SPORTS 

                                      Juliane Weber
                                      Client Service Directo
                                      Jung von Matt SPORTS 

                                      Felix Beham
                                      Senior Project Manager
                                      Jung von Matt SPORTS 

                                      Camilla Benatar
                                      Junior Project Manager
                                      Jung von Matt SPORTS 

                                      Carl Kuhn
                                      Head of esports
                                      Jung von Matt SPORTS 

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.

                                       

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