Mountain Dew raid
A disruptive AI experiment on Twitch, sparking massive engagement and igniting numerous conversations.
Mountain Dew wanted to find a cool way to reward streamers for drinking Dew on their streams.
Mountain Dew Raid was an AI that scanned Twitch streams for Mountain Dew.
When found, we offered streamers incentives like Twitch front page features and coaching sessions with seasoned content creators.
The tech
Our team crafted a bespoke AI model using a synthetic dataset of game screenshots and Mountain Dew images. This model tirelessly scanned thousands of Twitch streams in real-time. Operating across 10,000 streams, it constantly monitored "Dew-less" streams for fresh data, connecting with an average of 400,000 unique streamers daily.
The outcome
This project serves as a testament to the many ways AI is reshaping our digital interactions. So many possibilities are currently under exploration, with real-world case studies like this one sparking meaningful dialogues. By taking a leading role in these advancements, brands position themselves to actively contribute to and become part of the evolving narrative.
Credits
Production Company: UNIT9
Agency: 180NY
Client: PepsiCo