MTN DEW RAID

CHALLENGE:

The majority of gamers have grave difficulties building up an audience. Despite hard work and dedication, only a tiny percentage of streamers ever get the big break that can catapult them to superstar status on Twitch. This means the majority of streamers stay small and never come close to reaching the front page.

IDEA:

To help small streamers unlock bigger streaming audiences in real-time, MTN DEW used custom AI to give the spotlight to any streamer automatically, simply by having MTN DEW products visible on camera.

RESULTS:

MTN DEW gave smaller streamers the chance to shine. Through the creation of a custom AI that skilfully recognized MTN DEW branding by analysing game screenshots, product visuals, and logo variations, 4,000 Twitch streams were scanned every day in real-time. Unlike traditional sponsorships that rewarded based on streaming figures, MTN DEW RAID rewarded small streamers for their brand loyalty by placing them on the coveted homepage of Twitch and the MTN DEW gaming channel.

CLIENT:
Mtn Dew (Pepsi Co.)

AGENCY:
180 NY

PROJECT ROLE:
Creative Strategy / Tech