The Interactive Advertising Bureau’s (IAB) gaming advertising summit, held back in July, explored the state of the current landscape, the effectiveness of game advertising, and creative opportunities for brands in the space.
Krishma Sood, marketing manager of Shapes for the Arnott’s Group, took part in the IAB summit’s panel and afterwards spoke to Mediaweek about the success of the Shapes x Twitch activation, the impact of Twitch influencers and the future of gaming advertising.
Following the discussion, Sood noted that she hoped attendees understood that the industry is in a stage of high experimentation in gaming advertising.
“We’re very open to the new possibilities that exist within the gaming advertising space,” she said.
“What we’ve demonstrated is that we can effectively engage a youthful audience through our tests and learns, particularly on Shapes. I think that is a great takeaway for other brands who might be looking to do the same thing.
“We’re a family-style of brand, and we’ve done a great job throughout our X-Box partnership and our recent Twitch campaigns to effectively engage a youthful audience on a very iconic Australian brand,” she added.
Sood on leading the growth and relevance of Shapes
As the marketing manager for Shapes, Sood shared that she is responsible for end-to-end marketing, including brand growth, activations, and communication for the Shapes portfolio.
“It’s a strong and dynamic portfolio. It’s one of the most highly penetrated savoury snacking brands in Australia.”
Sood noted that a key part of her role is ensuring the growth and relevance of the brand with consumers over time. She said: “Shapes is a unique product. It’s truly beloved by Australian consumers of all ages.”
Shapes x Twitch activation
Sood also oversees innovations from the brands and hinted at a range of big things coming out this year, including the recently launched new generation of Shapes – Fully Loaded.
Sood added that as the world of advertising and marketing evolves, so too does her role. She said: “Every year you spend in your role as a marketer, a new channel pops up. When I first started in my marketing career, Instagram was new for brands and Tik Tok and Snapchat didn’t exist.”
“So, almost every year, we’re changing how we connect with consumers. How brands show up on these channels becomes increasingly important, particularly talking to this generation, because that’s where they are,” she added.
Bringing the Shapes x Twitch activation to life
The Shapes x Twitch activation was a success for the Arnott’s brand through its two components – in-store and online.
Sood said: “From an in-store point of view, we had an on-pack promotion, which was a partnership with X-Box.
“In the online stage, we had a series of different media channels with different creatives, all talking to both the X-Box partnership and Twitch.
“That was centred around streamers engaging with the product and consuming the product while talking about their live streams of playing a certain game,” she explained.
Sood said: “It’s very much anchored around consuming our product when you’re enjoying that gaming moment. We know people put a box on the table while they’re playing. It’s something that’s easy for them to munch on.
“It’s that idea of the role of the brand, the role of the partnership with X-Box, and then the role of Twitch within that media landscape,” she added.
Shapes x Twitch activation
The impact of working with Twitch influencers on the campaign
Working with Twitch influencers had a successful impact on the Shapes activation, and Sood noted that it helped achieve two things.
“One – drive authenticity of the message. They [Twitch influencers] are the heroes of their communities, and we’re partnering with them, so we become the hero of their communities,” she said.
Sood added that Twitch influencers bring authenticity into the space for the brand.
She explained: “It’s bridging the gap from the brand to the consumer. Otherwise, what do Shapes know about gaming ultimately.”
Shapes x Twitch activation
The future of gaming advertising at the Arnott’s Group
Sood hinted that there are many exciting things in the works for the Arnott’s Group, particularly with Shapes.
“I think we have a lot of exciting things in the works, so you can expect us to continue a presence in this space,” she said.
“We want to push the boundaries, test and learn, and get into this space in an enigmatic and dynamic way to talk to this youth audience that we otherwise won’t get to talk to in such an authentic way,” Sood added.
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Top image: Krishma Sood