Starbucks is getting in the stream of things.
For its latest advertising campaign, it tapped Harry Mack, who went viral back in 2017 after posting a YouTube video of his freestyle rapping. Since then, he’s built a sizable presence on both YouTube (2.45 million subscribers) and TikTok (6.5 million followers).
But Starbucks’ campaign with Mack is focused on his newest platform: Twitch, where he’s brought in just over 100,000 followers with livestreams of him rapping off-the-cuff freestyles inspired by viewer chat messages.
Starbucks sponsored one hour of stream time on Mack’s channel, during which he held a punny “reverse roast” event. Instead of dunking on people like you would during a traditional roast, he recommended Starbucks products to them based on personality traits.
For example, when one viewer described themself as “adventurous, dependable, and passionate,” he recommended Starbucks’ flagship medium roast Pike Place.
Per Ad Age, Mack’s reverse roast peaked at 537 concurrent viewers.
@harrymackofficial #ad Switched up my freestyle game to help shoppers find the @starbucks coffee that’s made to be theirs. Join me LIVE on Feb. 16 from 4-5pm PT on Twitch @harrymackofficial to get your own coffee reco! #ReverseRoast #StarbucksAtHome #fyp ♬ original sound – Harry Mack
Mack’s partnership is part of Starbucks’ overall “Made to Be Yours” campaign for its at-home beverage line. He also posted video across his YouTube and TikTok where he approached customers in grocery stores’ coffee aisles and rapped for them.
“We’ve been eyeing the opportune moment to dip our toe into the ‘stream,’ so to speak,” Trudy Nyairo, senior manager of Starbucks brand marketing at Nestlé, told Ad Age. “Even though [Twitch’s] roots are in gaming and esports, the platform has expanded rapidly, and we’re certainly exploring how to leverage it, especially in reaching the younger, digitally savvy audiences.”
She added that Mack’s reverse roast stream was “a great entry point” for Starbucks to start doing more on Twitch.
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