Mountain Dew Twitch AI Raid

Overview

Mountain Dew Twitch AI Raid refers to a promotional campaign by soft drink company Mountain Dew (specifically Mtn Dew Gaming) in which the brand used an artificial intelligence identification system to crawl through Twitch streams and identify which users or streamers are drinking the soda, promising to include them in a "MTN DEW RAID" that will promote them on the Twitch home page if they "keep on #sippin." The campaign was launched in early December 2023 and drew criticism among some who found the promotion invasive or annoying, as well as many who felt it was cringeworthy.

Background

On December 1st, 2023, Mountain Dew launched its "MTN DEW RAID" campaign,^[1] which uses AI technology to crawl all streams under the "Gaming" tag to find Mountain Dew products and logos from livestreams on Twitch. The AI will then promote the campaign in the Twitch chat of the streamer via a chatbot, promising to feature them on the platform's home screen.

The same day as its launch, X^[2] user @zachbussey made a post documenting some of the messages left by Mountain Dew AI in various Twitch streamers' chats, gathering over 2,800 likes in five days (seen below).

Later on December 1st, Redditor^[3] /u/stale2000 posted a clip to /r/LivestreamFail^[3] titled, "Streamer gets upset at new Mountain Dew AI ad Campaign that doesn't pay Creators," gathering over 70 upvotes in five days (seen below).

Online Reactions

On December 1st, 2023, X^[4] user @manfightdragon quoted @zachbussey's post, writing, "Twitch are using AI to detect Mountain Dew products in peoples streams and have a bot post ads for Mountain Dew products in their chat due to a paid collaboration between the two companies. Just ban the 'mtndewgaming' account pre-emptively if you're a streamer." The post gathered over 3,000 likes in five days (seen below, left).

On December 2nd, X^[5] user @itsmcqueeb quoted a meme posted by @CrubTV, encouraging Twitch streamers to meddle with Mountain Dew's campaign (seen below, right).

As word of the campaign spread, various Twitch streamers also began reacting to it during their streams, typically criticizing the promo. For example, both PayMoneyWubby and Asmongold discussed it in the following days (shown below).

On December 5th, 2023, X^[6] user @nearcyan made a post about the Mountain Dew campaign (seen below, left) comparing it to a 4chan copypasta in which a user describes a dystopian scenario where they are forced to drink a Mountain Dew in order to operate their Xbox (seen below, right).

Search Interest

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External References