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2025 One Show - Brand-Side / In-House

mio Streaming Energy

Agency The Kitchen North America + Kraft Heinz

Client Kraft Heinz / Mio
BACK TO RESULTS

Annual ID

OS25_BS052M

Background

The Twitch community is tightly knit. Gamers and streamers are very specific about brands they accept into their domain. That’s why brands who show that they truly understand them stand out. Twitch streamers broadcast for hours, often neglecting hydration. This leads to low energy streams, and disengaged audiences. mio adds energy to water, making it the perfect fuel for long streaming sessions. But how could we get streamers and their audiences to hear us on a platform that notoriously hates ads? By hijacking native Twitch behaviors and squeezing mio Energy directly into the conversation.

Creative Idea

Dehydration is such an issue amongst streamers, Twitch installed a !hydrate command that viewers use to remind distracted streamers to drink water. You type !hydrate in chat, streamers drink. We saw this as an opportunity. So, we decided to champion the use of the !hydrate command by heading onto Twitch ourselves and surprising streamers and their audiences when it was triggered.

Insights & Strategy

As the original portable liquid concentrate, mio is made to mix. Mix it into water for a flavor or energy boost. Gamers notoriously struggle with hydration. So, we mixed mio with the gaming community on Twitch and used platform specific behaviours to tell them that mio has the hydration and energizing qualities that they are looking for.

Execution

The !hydrate command was mio’s perfect call to action, so we did the unexpected and created dozens of Twitch accounts, naming them after our various products and flavors. Then, we joined unsuspecting streams and reminded streamers to !hydrate. Just like mio adds energy to water, we brought energy directly to streams the moment streamers hydrated. We used Twitch’s raid feature, which sends the audience of one stream to another, to deliver an audience of dozens of unique mio accounts to streams, bringing them exactly what they want most: bigger audiences and high energy chats. We hyped up streamers, gave away Twitch subscriptions, and became the subject of conversation for thousands of users.

Results

Instead of interrupting streams with distracting ads like most brands, we became a part of streamers content. Twitch users talked about mio for hours, reaching a niche audience in an organic and native way by squeezing ourselves into the conversation. We became a part of the notoriously gated community that only streamers and gamers share. Over a span of only 3 days, we turned streams into thousands of mio ads. Engagement rose 88% in Twitch chats and over 900% above benchmark on our social channels leading to a 33% increase in traffic to our Amazon pages. All for $0 in media.