Client
Dr. Oetker
Dr. Oetker’s Big Americans is a big pizza with a simple promise: crispy outside, soft inside. The job was to land that proposition with Dutch Gen Z gamers, a group that scrolls past pre-rolls and treats most brand activations on Twitch as background noise.
Telling them about the pizza was never going to work. The pizza had to do something.
Gamers know that cheating is sometimes perfectly acceptable. And Big Americans knows better than anyone how delicious a cheat meal can be.
With The Ultimate Cheat Battle, we brought those two worlds together.
Across a series of Twitch battle streams, four creators faced off in head-to-head matches across different games. The goal was simple: beat the other streamer. But both streamers had one ultimate cheat available to them: their community.
As a viewer, you could trigger a full-screen pizza distraction on your opponent’s side, interrupting their gameplay until their own chat solved it fast enough to clear the screen.
Effectively turning a cheat meal into a cheat code.
Built together with Get Rekt Labs, the campaign pushed interactive streaming in the Netherlands to a new level, developing a custom overlay with multiple viewer mechanics that gave the audience real influence over what happened on screen, and a genuine stake in the outcome.
Four creators, each with their own community to serve as their ultimate cheat. Every stream pitched two creators against each other, aiming to crown themselves the Ultimate Cheat winner together with their community.
Slice by Slice. A full-screen pizza covers the creator’s game. Each slice is labelled with a letter and a number. Viewers type the coordinates in chat to eat that slice off the screen. The faster a community spams, the faster their creator can see the game again. First chat to clear the pizza wins the round.
Oven Offense. A tug-of-war. Both chats spam !pizza to push a giant Big Americans out of the oven and onto the opposing creator’s screen. The more spam, the more pressure. Lose the push and the rival pizza lands on your creator’s monitor and stays there.
The mechanic gave the pizza a job in the gameplay. Every command in chat was a vote, a shove, a bite. Viewers stopped watching and started playing.
The Twitch engagement rate landed at 28.4% on unique viewers, against a platform benchmark of 2–5%. Chat typed !pizza 9,492 times across the run. The pizza did the work.
The Ultimate Cheat Meal handed fans the controls and made Big Americans the lever they pulled. The product wasn’t sponsoring the moment. The product was the moment. It also gave each creator’s chat a reason to show up and stay loud. Community vs community beats brand vs viewer.
The streams were the opening round. Footage from every battle is being cut and recut for Dr. Oetker’s channels across the rest of the year: short-form recaps, chat highlights, finishing moves on the pizza. The campaign keeps eating.
And there’s a finale still to come. The winning creator drags their community along for the ride: a trip to Gameforce in October, one of the biggest gaming events in Belgium.
Big Game Night? Big Americans.
