What if the most frustrating moment in gaming—a streamer stepping away—became the most rewarding? KitKat’s Break Chair turned Twitch breaks into moments of connection, culture, and candy.

Australia’s strict Advertising to Children regulations make in-game advertising nearly impossible for KitKat. The brand needed a way to connect with gamers without risking regulatory overreach. Complicating things further, Twitch viewers often disengage the moment a streamer leaves their chair—transforming necessary breaks into lost attention.

KitKat believes in the power of taking breaks. In gaming, breaks aren’t just about stepping away—they’re about recharging, refreshing, and reconnecting. The insight: a pause in gameplay could become a new kind of participation.

KitKat transformed Twitch’s most frustrating moment—an empty chair—into an interactive brand experience with The Break Chair.

A hidden QR code embedded into a custom gaming chair was only revealed when streamers like Loserfruit (3M followers) stepped away. Viewers could scan the code to access exclusive KitKats via a branded landing page. Instead of lost engagement, KitKat turned downtime into digital delight.

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Media

Why Loserfruit teamed up with KitKat to encourage gamers to take a break
Craving Tech
Half of gamers avoid taking breaks, Loserfruit is trying to change that
Canberra Times

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