Mtn Dew rewards Twitch streamers featuring its products

The high energy CPG brand seeks better align itself with game streamers by rewarding those that place Mtn Dew products on camera.

Mtn Dew is out with a new marketing stunt that uses technology capable of locating its products within gamers’ live streams. The effort is a collaboration with Twitch and the latest from Mtn Dew that puts the esports community front and center. 

Gamers who make Mtn Dew products visible in their streams will be identified by a technology operating through MTN Dew’s Twitch page. Once the product is located, the gamer will be invited to enter into a chance to have their channel amplified by the brand. Those selected for rewards may be featured on the Mtn Dew Twitch page, the Twitch home page or have Mtn Dew subscribe to their channel. 

The technology at the heart of the stunt, provided by production studio Unit9, appears similar to facial recognition, but instead of identifying human countenance, it seeks out Mtn Dew’s logo and packaging. In press materials, Mtn Dew framed the technology as powered by AI, although the brand declined to provide more information on how exactly AI is incorporated.

Full story at AdAge.