BMO Twitch BRB Screen
Targeting Gen Z and Millennials, BMO wanted to boost brand consideration and gaming credibility of its BMO eclipse Visa Infinite card. So partnering with Twitch, UM’s Full Colour strategy, which leveraged the nuanced behaviours of the gaming category, transformed streamers’ disruptive and boring “Be Right Back” (BRB) screens into an engaging, industry-first media channel: a playable RPG called ECLIPSE ODYSSEY. Results exceeded expectations, driving an +8% lift in brand consideration, +9% gaming association, 4,000+ click-throughs, and 84% retention. This activation aligned seamlessly with streamers’ needs and viewer interests, boosting retention and interaction with BMO, resulting in a win for all. Video Credit: FCB