• by Les Luchter , August 17, 2021

LG Electronics, seeking to engage younger consumers with its InstaView kitchen appliances, has partnered with Twitch, the Amazon-owned game-oriented live streaming service, for a series of celebrity cooking competitions.

The endeavor marks the first ad partnership from a home appliance brand with Twitch, whose amount of non-gaming content has quadrupled over the past three years, says LG.

The live-streamed two-hour “LG Homestyle Cooking Challenge” debuts Aug. 19 (5 p.m. ET ), as part of “Kitchen League,” a series on Foodbeast’s Twitch channel. Recording artist T-Pain and fashion influencer Olivia Culpo will be tasked with creating a cocktail, appetizer, entrée and dessert by using LG’s InstaView ranges and refrigerators.

 Viewers can influence the competition through round-by-round voting and the ability to use Twitch’s Channel Points Predictions tool to “launch sabotages or unlock protections for each player.”

The show will include two 30-second commercials from LG’s recently launched Opus United “We Will Knock You” campaign.

LG says t one other “Homestyle Cooking Challenge” is planned for this year, with more to come after that, celebrities to be announced.

While the show represents LG’s launch of home appliance marketing on Twitch, the company‘s OLED TV in May debuted its own Fortnite “Celebrity Gaming Showdown” as part of an “Only on OLED” campaign. The first 90-minute livestream, pitting music mogul DJ Khaled against actor Megan Fox, ran on esports team Evil Geniuses' Twitch channel.

Speaking of “Only on OLED,” it should be noted that LG smart TVs are among the only TV sets to offer a Twitch app. The “Celebrity Gaming Showdown,” along with supplementary materials, can now be seen on LG TV's FOMO Channel app.