Client
Dr. Oetker - Big Americans
Big Americans wanted to build on their momentum in the Dutch gaming space. After successful activations like the Ultimate Cheat campaign and Comic Con presence, the brand needed a next chapter that would cement their position as authentic participants in gaming culture, not just advertisers passing through.
The opportunity was there: the Faamshow, the annual celebration of Dutch Twitch content that brings together the country’s biggest gaming creators and their communities. But how do you show up at someone else’s party without feeling like a commercial interruption?
We teamed up with Faamshow host George Faralley to introduce Cheat of the Year: a brand-new award category that celebrates the gaming moments everyone recognizes but rarely talks about. The cheese strategies. The exploits. The creative rule-bending that makes gaming sessions with friends unforgettable.
The concept tapped into a universal gaming truth: sometimes the most fun comes from playing the game in ways it wasn’t meant to be played. And that insight connected perfectly to Big Americans’ brand truth: sometimes a cheat day should just be allowed.
By introducing this category at the Faamshow, we gave Big Americans a reason to be there that felt native to the event. Not a brand inserting itself into gaming culture, but a brand that genuinely understood it.
The campaign rolled out across three key moments:
Pre-event: We launched the Faamshow website integration where the Dutch gaming community could submit and vote on their favorite cheat moments of the year. The site featured dedicated Cheat of the Year content alongside traditional categories.
During the show: Host Sjors (GeorgeFaralley) presented the award live on stream with a seamless integration that matched the show’s energy. He ate pizza while presenting the category, and the chat went crazy, spamming ‘!pizza’ for a chance of winning free Big Americans pizzas themselves.
The category’s winner, AYV3E, received the award in front of thousands of viewers.
Post-event: We activated across social platforms with edited content optimized for Twitch (16×9, 20 seconds) and TikTok (9×16, 10 seconds), extending the campaign’s reach beyond the live moment.
The Faamshow achieved high engagement across every metric that matters:
Sjors’ main stream:
Website engagement:
Co-stream amplification:
This wasn’t a brand buying airtime. It was a brand earning relevance by contributing something genuinely valuable to the culture: a new way to celebrate the chaos, creativity, and community that makes gaming fun.
By understanding the insight that connects pizza and gaming, that both are better when you break the rules a little, Big Americans found their permanent place in Dutch gaming culture.
