The 26-year-old Tyler “Tyler1” Steinkamp is by far the largest streamer for the MOBA League of Legends on Twitch. He is known for his outbursts and his “authentic” character. Big companies apparently want to collaborate with the LoL rager. However, how Tyler1 presents their products is a unique spectacle.
This is the situation:
- Tyler1 is the largest streamer for LoL. When he streams, an average of 30,000 people watch him. The number peaks even up to 100,000. Tyler1 is an ambitious player, who constantly takes on new challenges in LoL, but he is also a terrible rager who screams and gets upset. Despite everything he does, he remains a gifted entertainer. One never really knows: Does he mean it seriously when he gets so upset, or is it all acted?
- Tyler1 is actually a nightmare for companies. He is considered “not brand-safe”: he curses, constantly insults people, and seems like he’s about to rip opponents’ heads off. Therefore, he apparently rarely receives advertising offers.
- Now he was supposed to promote an “Old Spice” body spray – but that did not go smoothly either.
“A bit annoying – don’t want to lie … Tilting a bit!”
This went wrong this time: Tyler1 did an advertisement for an “Old Spice” body spray during a stream. Part of the advertising deal apparently involved playing the famous “Old Spice” sound effect when a viewer subscribed to Tyler1’s channel.
This short sound drove Tyler1 crazy within seconds and ruined his presentation of the deodorant, which he “actually uses often – just not exactly this one, but …”
Quickly, Tyler1 smiled maniacally at the camera and said: “He is tilting a bit now.” Apparently, he was not used to hearing sound effects so frequently in his stream.
As he had just ranted about why the spray is good, he had to briefly interrupt to check live on stream if he could continue cursing during the advertisement as was his style. He then read aloud:
“Make sure your stream is “brand-safe” and stick as closely as possible to the approved content. Be positive. Be authentic and have fun. But then think that …”
At that point, Tyler1 stopped reading aloud and shouted somewhat robotically at the camera: The body spray made him feel like a “new man”. If he doesn’t use the spray, he simply doesn’t feel like a man.
When he thought he was done with the advertisement, he then realized that he apparently forgot an important point, briefly interrupted himself, sniffed his shirt deeply, and artificially yelled
“Man, that smells so good. It smells so swaggy – Unbelievable!”
Has he done this before? Yes, there is a wonderful passage online where Tyler1 was supposed to promote “Buffalo Hot Wings” (via youtube). Also a product that he supposedly consumes himself. But somehow his mother brought him the wrong delivery, and Tyler1 then got upset live on Twitch about:
- the small number of wings (6 pieces? Is this a joke? Am I a toddler, or what?
- and the mild spiciness of the chicken wings
This is how it’s discussed: His fans love Tyler1 for it: He is so authentic that he naturally makes advertising into an event.
Besides his entertainment value, Tyler1 is also just really good at playing LoL:
Streamer plays 80 hours of LoL in 5 days – Goes insane, but is No.1 on Twitch
