Brief:

• Wingstop is letting viewers of Amazon-owned Twitch order food from inside the livestreaming platform without leaving the couch. The fast food chain created a Wing Calculator that asks viewers a series of questions to determine their order size based on the number of people and hunger level, per an announcement.
• After responding to the questions, viewers interact directly with a Twitch streamer who provides menu suggestions. Viewers can then visit the Wingstop website to complete the order and confirm payment. The Wingstop Calculator is a Twitch Extension, or a miniature piece of software that runs like an app in the livestreaming platform.
• The Wing Calculator is available from streamers who go by the Twitch handles LosPollos, ProfessorBroman, JoshOG, LobosJR and TheHaleyBaby. The streamers are scheduled to showcase Wingstop's offerings at various times from Nov. 24 to Dec. 16, and delivery is available from DoorDash in select markets.

Insight:

Wingstop's Wing Calculator is a nifty way for the chain to capture delivery orders from Twitch's highly engaged audience who watch livestreams on the Amazon-owned platform. Wingstop gamifies the ordering process in a way that should appeal to Twitch viewers, who mostly tune into the livestreaming platform to watch other people play video games. Wingstop is working with streamers who can deliver an audience of fans accustomed to interacting with top gamers through the platform. Those streamers can help to guide people through the online ordering process and generate delivery orders for Wingstop.

For Twitch, the Wingstop campaign is a chance to showcase the flexibility of its Extension apps, which add a new level of interactivity to the platform. For much of its history, Twitch has urged viewers to participate in livestreams by posting comments and reactions to favorite streamers, and to pay them directly through subscription fees. Extensions can become a way for Twitch to generate e-commerce revenue in addition to sponsorships and subscriptions.

The promotion is the latest example of how food delivery services are experimenting with Twitch as they look to engage the platform's key audience of millennial men. During Advertising Week this year, Grubhub's VP of Brand Marketing and Creative Jessica Burns said the food delivery service has been testing brand integrations with Twitch creators.

The promotion is also the latest example of how Amazon is looking to partner with brands to drive commerce through its platforms beyond its core Amazon.com site. To date, Alexa has been the focus of a lot of these brand integrations.

As Wingstop seeks to cut through the ad clutter and reach younger audiences who are heavy consumers of fast food, it has pushed the envelope on multichannel campaigns this year. Wingstop in May combined mobile, social media and out-of-home advertising in a campaign that let customers "vidbomb" a commercial. The chain's "Flavor World" tour hosted pop-up locations that filmed fans in special video booths. The videos were shown in New York's Times Square and on social media.