A unique gamified brand experience for Pringles that revolutionizes the pre-stream on Twitch, transforming it into an interactive, chat and storytelling-driven experience.
Client
Kellogg Deutschland
Industry
Consumer Goods
Solution
Brand ExperienceBrowser Game
Technology
WebReal-time / Multiplayer
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
How we reinvented the pre-stream on Twitch.
Twitch waiting rooms waste the attention of young target audiences.
Before the stream, thousands of viewers sit in a boring waiting loop – a lost opportunity for brands. The goal was to transform this time into active community interaction, increase reach, and make positive brand perception measurable.
We delivered a gamified, customizable waiting room: a Unreal Engine environment, pixel streaming for OBS integration, a web interface for streamers, chat-controlled commands for viewers, a Mr. P hologram as the host, and a short tutorial. The room offered phases, Easter eggs, and numerous personalization options.
A gamified, customizable waiting room for Twitch.
The community determines the mood and content: Through chat commands, viewers can turn on lights, order snacks, or start interactive tasks. Each task visibly changes the scene and creates a shared experience instead of passive advertising.
This is what the experience looks like in action.
More engagement, more anticipation – in true community style.
During the three-month test, well-known streamers like RevedTV, Ava Crown, and Eintracht Spandau used the room. The campaign reached a large audience, significantly increased interaction rates before the stream, and generated positive feedback and increased stream starts.
Our process followed clear phases: Discover, Prototype, Build, Launch. Technically, we relied on Unreal Engine 5 for high-quality 3D visuals, pixel streaming for seamless integration, and a web interface and chat commands for control. A short tutorial ensured that streamers could use the setup easily.
The technology and process were as simple as they were effective.
Mr. P acts as a charming host, guiding through tasks and giving the experience a brand-typical voice. The narrative structure keeps viewers entertained and transforms product placement into shared storytelling.
Brand communication succeeds through experiences, not interruptions.
The future of brand communication is interactive.
Takeaway: When brands become part of the gaming experience, real connections and organic visibility emerge. The key is simple integration for streamers, clear control for viewers, and a focus on entertainment instead of traditional advertising interruptions.