Leon is active as “Seltix” on YouTube and Twitch. Like many other influencers, he has now launched his own product. To stand out from the crowd, he came up with something special: cornflakes with trading cards from other content creators – but he didn’t ask anyone for permission.
What is this product? As Seltix explains in a video sponsored by e-commerce site Shopify, he received an offer to develop a joint product with spice manufacturer mykraut. Initially, an iced tea should have been discussed, but Seltix had concerns.
Several other influencers already have their own iced tea, he wanted something more individual. So he finally decided to bring out his own cornflakes. The “Seltiz” are said to be inspired by the American breakfast cereal Lucky Charms.
In Seltix’s version, the breakfast cereal has been replaced with cornflakes, intended to resemble Kellog’s colorful Froot Loops. The Froot Loops would go great with the marshmallows that give the Lucky Charms their name.
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Seltix advertises with influencer trading cards
How did Seltix promote the product? The self-declared goal of Content Creato is not only to offer its cornflakes via the Internet, but also to place its product in supermarkets such as Edeka and Rewe. For that, the cereals have to sell first – so Seltix came up with a special strategy.
The Seltiz is designed in a retro comic style. Appropriately, there should also be action figures as collection supplements in every pack. They were probably too expensive in the end, which is why Seltix included trading cards instead.
What were those trading cards? The trading cards should represent well-known YouTubers and Twitch streamers, but reinterpreted as superheroes in the classic comic look. Featuring Seltix himself, Unge, CanBroke, Rewinside and Trymacs.
Seltix said he would have liked to have included the likes of EliasN97 and MontanaBlack, but designing cards for everyone was too much work. The two are among the largest Twitch streamers in Germany.
In return, according to Seltix, the influencers he selected at least agreed to the use of their name and appearance – with the exception of one. According to Seltix, he was unable to reach Trymacs. He joked, “If you see this, please don’t sue me.”
The strategy worked: The Seltiz were sold out after only 5 hours.
Trymacs fans probably spammed the streamer, so that on December 8th it published a reaction to Seltix’s video.
Trymacs will probably not become a fan
How did Trymacs react? Apparently, when Trymacs discovered his trading card, he immediately realized why his viewers wanted a reaction from him. In fact, the streamer didn’t seem too enthusiastic: it was very difficult, according to Trymacs. Companies would use it again and again without permission for advertising purposes.
Seltix’ request not to sue him makes Trymacs laugh. He jokes that he can at least get Stefan Raab’s €500,000 warning back. But then he gives the all-clear: it’s ok for now.
Trymacs credits Seltix with the fact that he apparently has no intention of making a profit with his product, the YouTuber wants to release the cornflakes at cost price, but his partner mykraut should receive a share.
But that should not be a free pass for other companies to use it for advertising purposes. He’s had a lot of problems there, says Trymacs. Companies have even illegally used clips of him to advertise a product.
What does Trymacs think of the product now? Trymacs announced that they are following Seltix’s project and are excited to see if the YouTuber will actually make it to stores. That is “really hardcore”.
However, Trymacs doesn’t really like the cornflakes themselves: he doesn’t like froot loops at all, hates marshmallows and, on top of that, is lactose intolerant. The Seltiz are unlikely to end up on the Trymacs breakfast table. Nevertheless, it was nice that he received a pack as the influencer portrayed.
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