DQ Canada has teamed up with dentsu X to launch its first-ever Twitch campaign, targeting younger gamers and fast food enthusiasts. The initiative offers an interactive brand experience, tapping into the trend of gamers ordering delivery to fuel their uninterrupted gaming sessions.
Launched as part of the brand’s 85th-anniversary, the campaign features partnerships with popular Canadian Twitch streamers hosting two live-streamed birthday parties. Fortnite streamer Ranger kicked off the festivities on May 1, while ClassyPax – known for his flight simulator content – took the reins for the second party on May 7.
During the streams, viewers stayed engaged with interactive trivia games and celebrated DQ’s birthday with personalized cakes and chants. The festivities also included giveaways of DQ-branded sneakers and the option to order DQ food in real-time.
Donna Smith, VP of client leadership at dentsu x, tells MiC that the goal was to go beyond mere brand exposure and create an immersive experience that generate buzz, build brand love and boost market share.
“Our team saw the potential and explored ways to take it to the next level to reach younger audiences as part of DQ’s 85th birthday campaign,” she says. “As a result, we came up with the virtual birthday party idea, leveraging Twitch’s live stream format.”
Smith highlights Twitch’s real-time interaction and community-building features as key factors in the platform’s selection, particularly for reaching younger audiences. Also, she says Twitch worked as a modernizing force in DQ’s media plan, which usually combines traditional media and OOH with digital channels.
According to her, the inaugural broadcast exceeded expectations, drawing more than 32,000 unique viewers and outperforming Twitch benchmarks. The live stream also sparked high engagement, with nearly 10% more chat messages than average, showcasing the audience’s enthusiasm.
Candida Ness, VP of marketing at DQ Canada, tells MiC that the campaign it’s a strategic move to stay relevant and appeal to younger audiences while aligning with the brand’s current positioning. The team specifically targets younger Gen Z audiences, a demo driving growth in online and home ordering.
“Engaging this group is crucial for our marketing and business objectives as it helps us tap into a growing segment that values convenience and speed, ensuring a competitive edge,” she says, adding that the rapid adoption of digital including online ordering and delivery services has significantly transformed the industry.
“Younger consumers, in particular, demand high-quality and faster services. Consumers are getting harder to reach as media consumption continues to diversify,” she notes. “We need to find new and different ways to make authentic connections with consumers, especially younger demographics, and drive brand loyalty. By leveraging technology and innovative delivery models we have the opportunity to attract younger consumers for business grow today and in the future.”
