King Knossi seen at Kaufland store.
YouTuber and former Twitch star, Knossi, known for his wild live casino streams, made a big move to RTL in January for his own late-night show. The 34-year-old gained fame across Germany and now has become the face of a German supermarket chain, Kaufland. This decision has led to some harsh criticism.
Previously Enthroned as the "King of Twitch," Knossi has left behind his live casino streams to make the transition to mainstream media. His change of pace from casinos to Kaufland has been a strategic move to reach a broader audience. Kaufland eyeing Knossi's skyrocketing fame and his ability to attract large, younger crowds, signed a substantial deal with him. The German supermarket chain has internalized Knossi's gambling history into their marketing strategy, and he's seen donning his well-recognized crown throughout their advertisements.
What was once considered a vice, gambling, is now an advantageous asset for Kaufland, as they follow the likes of pop star Michael Wendler, who was once famous for his music but now known more for his conspiracy theories. Kaufland has engaged in a long-standing tradition of collaborating with Influencers to target younger audiences.
In recent times, Knossi had been in the spotlight for questionable gambling practices. In December 2020, he was accused of gambling with minors and still conducted live gambling streams for large sums of money; still, Kaufland trusted him and awarded him the advertising position.
Kaufland, founded in Neckarsulm, Germany, has over 1,300 stores in seven countries, including the Czech Republic, Slovakia, Bulgaria, Romania, Poland, Croatia, and the Republic of Moldova. The food and retail conglomerate boasts over 30,000 items in their extensive assortment and even runs their own mobile phone provider. Part of the Schwarz Group like Lidl, Kaufland is the highest-grossing retail company in Europe with an annual turnover of 113 billion euros.
Before the partnership, Knossi gifted Kaufland with the title "New King of Kaufland" on Twitter. The chain appreciated the shout-out and challenged him and his fans to garner 75,000 likes on a YouTube commercial. In less than 24 hours, the likes exceeded their expectation, and Kaufland officially crowned Knossi as their new ad campaign medium.
Using a superstar twist from his Twitch days, Kaufland cleverly incorporated Knossi's image in their marketing. This includes promoting him as "the new King of Kaufland" and offering customers personalized video messages if they redeem a specific code. Kaufland's strong focus on social media has proven successful in the past, bringing them the coveted Storyclash Social Media Award for their marketing concepts in 2020. The new campaign with Knossi has amassed more than 14 million views on YouTube and Facebook.
Yet not everyone is appreciating Kaufland's choice to work with Knoossi. Customers have made their dissatisfaction evident on social media platforms, stating they would no longer shop there because of his gambling history. Knossi's gambling past remains a touchy subject as the German star transitions from the gaming world to the media realm. His gambling behavior caught attention worldwide earlier this year. He moved on from his habitual streaming platform in January, started to host RTL's late-night show, "Täglich frisch geröstet," on both TVNOW and free TV.
Daily Freshly Roasted, a brand new show, is being helmed by none less than Stefan Raab - someone Knossi has long admired and views as a dream come true. The test episode with Knossi from 2020 was an immense success, as per RTL, surpassing all other similar endeavors, which is why he's now been appointed the permanent host of this program. However, it might take a while till Knossi sheds his dashing risk-taker persona in the eyes of the public.
Read also:
- Remaining contenders down to two in DFB's struggle versus Brazil.
- Schalke's Transfer Assessment: A Season of Wastefulness
- Shocking development in the NBA!
- Law enforcement agencies in various metropolises plan expansive measures for May 1.
Source: www.onlinecasinosdeutschland.com
