Once upon a time, there was a little streaming platform called Mixer. And it had a very tough challenge: get streamers to take note of the new platform and maybe even consider switching to it from Twitch. Challenge accepted.
While Twitch was busy entertaining hardcore esports and super streamers, we created a video campaign that positioned Mixer as a lighthearted brand, perfect for anyone who appreciates games and gaming for what they truly are: fun. “Stream It or It Didn't Happen” also underscored the insight that amazing things happen all the time while gaming, but if no one is around to see it happen, did it really actually happen?