Mtn Dew (formerly stylized as Mountain Dew) is using a new piece of technology to power its latest brand campaign. On Twitch, the beverage company will use a recognition tool to locate its bottles within streams. Creators who are flagged that way will be eligible for rewards and promotional support courtesy of Mtn Dew.
The program is titled Mtn Dew Raid, and it’s the latest chapter in the long history of gaming-related campaigns run by the titular brand. Mtn Dew’s latest attempt to court gamers brings it to Twitch, where it is putting a spin on facial recognition software. Instead of identifying human faces, Mtn Dew will locate its product thanks to a tool developed by production studio Unit9. AdAge describes the tech as
That may sound a bit creepy, but Mtn Dew has good intentions. When it finds streamers who enjoy its product, it will offer to boost them through its own Twitch account. Some winners will also receive placements on the Twitch homepage.
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Unique as this campaign may sound, it actually resembles other campaigns launched under the umbrella of Mtn Dew’s parent company. A different PepsiCo brand — Doritos — also employed innovative technology to serve a specific need in the streaming world. It harnessed AI to digitally remove the sound of crinkly chip bags from gaming videos.
Mtn Dew Raid will run from December 1 to December 8. After that date, streamers are unlikely to be rewarded for their consumption of Mtn Dew, but the caffeinated beverages can still help them power through their all-night Apex Legends marathons.