Ketchup brand Heinz partners with streamers to find « safe spaces » for gamers to snack in ‘Call of Duty: Warzone’. For gamers, it’s hard to keep focused during an online match if you’re also trying to trying to eat at the same time. So to help players of the first-person shooter game ‘Call of Duty: Warzone’ enjoy a mid-game meal in peace, condiment brand Heinz mapped out safe spaces they could hide out in while they were eating.
The Heinz « Hidden Spots » campaign, created by agency Gut São Paulo, identified remote in-game locations on Warzone Caldera (the latest map and update for ‘Call of Duty: Warzone’), a free-to-play game that pits 150 players against each other on a single map to be the last one standing.
Heinz partnered with Activision (the gaming company behind Call of Duty) on the campaign, which was announced ahead of the new Caldera map launch. The brand promoted the campaign with a 30-second spot that showed a gamer eating a burger while playing ‘Call of Duty: Warzone’, only to be killed in the game. Heinz also shared social media posts across TikTok, Twitter and Instagram.
Heinz then teamed up with multiple YouTube and Twitch streamers who shared the best spots to snack safely in the game. During the live streams on 17 to 19 December, each gamer explored the new ‘Call of Duty: Warzone’ map as they ate a burger and fries with their very own custom bottle of Heinz Tomato Ketchup. The streamers included British YouTuber Vikram Singh Barn (who has 7.45 million subscribers), Brazilian esports player Rafael ‘Rakin’ Knittel (who has 1.5 million Twitter followers) and Chilean esports player bstrdd.
The campaign was eventually extended beyond ‘Call of Duty: Warzone’ to include other popular games, including ‘Fortnite’, ‘Player Unknowns Battlegrounds’ and ‘Counter-Strike: Global Offensive’.
The video announcing the campaign now has more than 1.2 million views on YouTube. According to the agency, paid media accounted for more than 29,000 interactions and 56.6 million impressions, with earned media extending this to more than 24,000 interactions and 51 million impressions. In total, more than 150 Heinz « Hidden Spots » were mapped.
Heinz’ « Hidden Spots » campaign has won the following awards:
– At the One Show 2022: the « Interactive, Online & Mobile » Grand Prix.
- Client: Heinz.
- Advertising Agency: GUT São Paulo.
- Production Company: HEFTY São Paulo, I Hate Flash São Paulo, and Mol São Paulo.
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