MTN DEW:
Raid

TWITCH
ARTIFICIAL INTELLIGENCE
• THE BRIEF

Mountain Dew sought to find a unique way to engage and reward up-and-coming Twitch streamers for sipping Dew live.

Enter Mountain Dew Raid – an AI crawler designed to scour active Twitch gaming streams, specifically hunting for the presence of Mountain Dew. Upon identifying a streamer featuring MD on screen, we sought their approval to join the experience, and the Raid begun. We dangled enticing incentives, ranging from coveted spots on the Twitch front page to exclusive one-on-one coaching sessions with seasoned content creators—a rare opportunity for many streamers on the platform.

• THE CLIENTS

PepsiCo
180NY

• MY ROLE

Creative Director

• 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.

• LIVE REACTIONS
• THE RESULTS

83 million streams scanned
30 million Twitch front page views for small streamers
25 million minutes of Mountain Dew streamed

• TEAM CREDITS

Creative Directors: Zlaten Del Castillo, Veronika Watson-Kuc
Producers: Romina Thaler, Fabien Terasse
Project Manager: Taran Basi
UI designer: Veronika Watson-Kuc
UX designer: Sebastian Ervi
Tech team: Mike Wielgus, Jesus Gollonet, Patryk Ordon, Abirafdi Putra, Mateusz Jałocha, Jan Sołtysik, Filip Augustyński, Jan Nowiński, Maciek Wójcik
QA: Magnus Rolen, Alix Saunders, William Eden
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