The primary objective of the #PlayLikeALion campaign was to connect the Lion® cereal brand with younger audiences, specifically 18–30-year-old Belgian gamers, by integrating the brand directly into their culture on Twitch. The goal was to shift away from traditional advertising and instead become a natural, accepted part of their daily routine and online activities, making Lion® relevant in their gaming world.
The campaign ran for six consecutive weekends on Twitch, featuring six Belgian gaming influencers. Its core characteristics included:
#PlayLikeALion is considered a best practice due to its effective and authentic brand integration into gaming culture:
By combining live content, influencer voice, and smart social amplification, #PlayLikeALion successfully built relevance with Belgian gamers through sustained, genuine participation, rather than forced promotion.
