Captured gamer attention using playful, custom-designed overlays that blended seamlessly with live gaming content.
INTRODUCTION
In an effort to market a new candy, Mentos wanted to create engaging, visually appealing creatives to attract streamers and gamers.
THE CHALLENGE
Gamers are resistant to overt advertising during live streams. Attention spans are short in high-intensity gaming environments. Mentos needed to remain visible without feeling intrusive.
SOLUTION
Custom, playful overlays were designed to match gaming aesthetics. Brand moments were kept lightweight and visually engaging. This approach aligned Mentos’ tone with gaming culture.
- Developed custom overlay creatives for gaming-related content.
- Communications focused on being upbeat and playful. They appealed to younger audiences.
- Ran across gaming streams to remain on-topic.
RESULTS
Mentos discovered that lighthearted, native creative could drive deep engagement in gaming environments without feeling promotional. Games audiences engaged through playful digital creatives
Our Partners
What Our Client Say
“Spawn Point helped us connect with gamers in a way that felt natural and immersive, allowing our brand to become part of the gameplay rather than an interruption.”
Al Smith
Country People and Culture Manager, IKEA UK, and Ireland.
“The campaign proved that live stream integrations can drive strong performance while staying true to gaming culture and audience expectations.”
Thomas Klien
Country People and Culture Manager, IKEA UK, and Ireland.
“By tailoring our messaging to different game genres, we were able to scale creator partnerships without losing relevance or authenticity.”
Mark Sam
Country People and Culture Manager, IKEA UK, and Ireland.
“They enabled us to introduce our tech-forward product to a younger audience in an environment where innovation and engagement naturally thrive.”
Abdullah Khan
Country People and Culture Manager, IKEA UK, and Ireland.
“Aligning our brand with racing and simulation games allowed us to extend our performance-driven identity into gaming in a way that felt credible and effective.”
Helen Glen
Country People and Culture Manager, IKEA UK, and Ireland.