The Ask: Cut through the noise and capture the attention of a hyper-connected audience for the launch of Mtn Dew Pitch Black.

The Solution: When the Space Invaders touched down in Canada, they not only brought a bold new flavour but also a ton of dangerous space debris. Now, it's up to Chat to rescue Canada from this cosmic chaos.

How It Works: Twitch’s magic happens in chat. By using, for the first time in Canada, Twitch’s Product Zap Extension, a sponsored stream turned into a gamified experience of the brand’s core concept. Following the new flavor's backstory, the Twitch audience spammed a hashtag to “zap” alien planets off the screen and win rewards.

Bonus: We shattered engagement benchmarks. Also, one of my favorite moments during a sponsored stream happened: This was the streamer’s very first sponsored stream, and he was super excited. And so was his mom, who appeared halfway through the stream to personally thank Mtn Dew and Twitch for the sponsorship. The magic of live.

The numbers: Chat interaction exceeded benchmarks by 568%. 31% lift in awareness. 10% lift in purchase intent.