Milk x Twitch
How do you get Gen Z gamers to reconsider milk over those sugary energy drinks? By becoming The Performance Drink of Gamers. The highlights: creating a reaction speed test game, collaborating with an artist to create a milk themed trophy, giving the fastest hands a PS5. And of course, receiving the grand proclamation that ‘The Era of Mountain Dew is Over.” by IGN.
Milk x TwitcH
problem: Gamer culture is saturated with sugary energy drinks leaving little to no room to break through. How do you get gamers to choose a healthier alternative, like Milk?
By acknowledging that (Video)game is sport via adding value to gaming and the community.
We created a new platform for chocolate milk—The Performance Drink of Gamers. And launched with a partnership with Twitch.
The Drum; LBB; Games Radar; Beyond Games; CampaignUS; Black Girl Nerds; Business of ESports; Flipboard
The highlights:
Creating a reaction speed test game, collaborating with an artist to create a milk-themed trophy, giving the fastest hands a PS5. And of course, receiving the grand proclamation that
“The Era of Mountain Dew is Over.” by IGN.
Results:
10.9 million impressions with a VCR (89.58%) above benchmarks.
Sponsored streams received 1.3 million unique views, with over 6.4 million minutes watched.
Leading to a 12% increase of unaided awareness and 86% aided awareness for intent to purchase.
Agency: GALE
Role: ACD/Art Director
CCO: Winston Binch, CD: Lindsey Brand, CW: Adam Tarchoun, CW: Celia Canez, Partnerships: Max Bass, Producer: Tessa Banks
