PepsiCo’s AMP Energy sign a partnership with Twitch

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Cologne arena

Energy drinks and gaming go together like peanut butter and jam. If you’re a die hard gamer you’ve more than likely divulged in an unhealthy amount of energy drinks in those crucial hours while grinding down that final boss. For this exact reason, and the obvious business opportunities, AMP Energy and Twitch TV have entered a new partnership entailing an interesting marketing push for PepsiCo, owners of AMP Energy.

Twitch, the largest live gaming video platform, have begun their new campaign called “level up,” an initiative which will merge Twitch and the consumer market. according to the press release, this new program “features a national fan and broadcaster sweepstakes, a new website, limited-edition gear and co-branded AMP Energy + Twitch cans, marking the first time the iconic Twitch logo has ever been used on any non-gaming retail product.”

“The Twitch community has never seen our brand on this type of consumer packaging or in retail stores in this fashion before,” said Anthony Danzi, senior vice president, client strategy, Twitch. “It’s a fun step for us to partner with a cool brand like AMP and we look forward to our fans taking part in the sweepstakes and hopefully winning some exclusive swag!”

It’s true. Gamers and fans of Twitch have never been able to readily buy Twitch merchandise. They’re often reserved for partners and special attendees of their events. They’re also releasing Twitch themed cans, which will both confuse and entice the average non-gamer energy drink fanatic.

“Starting this week at retailers nationwide, fans can purchase exclusive AMP Energy + Twitch cans featuring the iconic Twitch logo and #AMPLevelUp partnership – the first time Twitch has ever partnered with a brand to create a co-branded can. The limited-edition cans will be available through August, in both Original and Cherry flavors.”

cans

PepsiCo and Gaming

For me, at least, the most interesting prospect to arise from this partnership is PepsiCo’s involvement. While they may be the holding company for brands such as Pepsi-Cola, Gatorade, Tropicana, and yes, Mountain Dew, PepsiCo have yet to mark their stamp on eSports beyond Halo and Call of Duty. Yes, Mountain Dew is one of the first brands to be associated with video games, but it’s parent company’s eSports push hasn’t been that hard. It’s no secret that their main rival Coco-Cola have done their part in endorsing eSports and gaming, and this new initiative is step in a completely different direction.

Targeting the consumers in this way means their focus is not directly influencing gaming and eSports, but rather creating a form of awareness in the direction of gaming entertainment as millions of consumers will be exposed to Twitch in the hopes that their curiosity gets the better of them. They’re also targeting broadcasters and fans of Twitch in their “level up” campaing.

“Starting this week at retailers nationwide, fans can purchase exclusive AMP Energy + Twitch cans featuring the iconic Twitch logo and #AMPLevelUp partnership – the first time Twitch has ever partnered with a brand to create a co-branded can. The limited-edition cans will be available through August, in both Original and Cherry flavors.”

  •  Follow: Follow AMP Energy on Facebook or Instagram
  •  Tag: Tag a photo of yourself and your AMP Energy Twitch can with @AMPENERGY and #AMPLevelUpSweepstakes
  • Win: You could win a trip to TwitchCon 2016® and other cool AMP Energy + Twitch gear and prizes

“Additionally, starting May 16 through August 6, AMP Energy is giving Twitch’s community of 1.7 million broadcasters the opportunity to enter into a ‘broadcasters only’ sweepstakes by typing #AMPSweepstakes into their Twitch livestream title from Thursday through Sunday between the hours of 8 to 10 p.m. ET. Broadcasters have a chance to win a homepage carousel placement takeover, one of 110 limited-edition hoodies and cash prizes.”

This is an extremely interesting marketing strategy from PepsiCo and Twitch and one I am personally excited about. The only question is, will we get some AMP Twitch Energy cans in South Africa?

Last Updated: May 17, 2016

Kyle Wolmarans

Critical Hit's esports guy. I talk about esports and drink whiskey. I also write and cast for elsewhere - but my work here is independent of that.

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