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Case Study of MADMONG as an example of marketing on Twitch
Pecíková, Laura ; Koudelková, Petra (advisor) ; Vranka, Marek (referee)
The aim of this diploma thesis is to identify which specific marketing tools were used by MADMONQ in order to reach its current stable position on Czech-Slovak gaming and streaming scene. The brand, originally a startup, became famous by bringing a whole new product to the gaming market, the first nutritional supplement made specifically for gamers. And its breakthrough was able to happen mainly thanks to the Twitch streaming platform. Therefore, the qualitative research of this thesis is set into a context of history and characteristics of Twitch, game marketing, the streaming phenomenon and influencer marketing. The research itself, which results in a complex case study, is based upon an in-depth interview with MADMONQ's founder and current CEO Michal Noga, on an analysis of the brand's online marketing tools, a SWOT analysis and on a survey in which streamers promoting products by this brand on their streaming channels took part. The case study is exposing the best and worst practices which led MADMONQ to its current position and explains the brand's communication strategy, which is from the very beginning focused on solely gamers, while striving to fulfill its mission that every gamer gives health the same amount of attention, they give to their hardware setup.
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