Mentioned in this article
- SNIPES showcased its latest apparel collaboration with ESL via a Twitch livestreamed unboxing campaign.
- Twitch’s Bounty Board feature was used to enlist 52 streamers, who each opened a box of the apparel on their individual channels.
- SNIPES is also a partner of German esports team mousesports.
Fashion brand SNIPES announced today that it recently partnered with Twitch to set up a livestreamed apparel unboxing event with dozens of the platform’s streamers.
SNIPES’ latest fashion collaboration with tournament operator ESL was featured in the event, which ultimately saw 52 influencers stream their respective experiences of opening a box of branded clothing and showcasing it for viewers.
Marketing agency Jung von Matt/SPORTS, which had worked with SNIPES on its partnerships with both ESL and team mousesports, led the campaign on the fashion brand’s behalf. The campaign used Twitch’s Bounty Board feature, which allows streamers to opt into marketing initiatives and receive payment if they meet certain viewership criteria. SNIPES was the first company to use the functionality in Germany, where it recently rolled out.
“We as a brand represent youth and pop culture, therefore it’s essential to be where our communities are,” said SNIPES’ brand partnerships manager Kamran Doorsoun, in a release. “Twitch, influencers, and ESL were an unbeatable combination for us! The fact that we were able to celebrate Twitch history with this pioneer project makes us even happier.”
The Esports Observer recently spoke with ESL’s head of strategic partnerships, Kristina Müller, about the second collaboration with SNIPES, how they might expand the partnership in the future, and making a place for fashion at Cologne’s gamescom expo.
