BMO faced the challenge of declining engagement from younger demographics, who prefer digital and interactive content over traditional banking methods. The bank was being actively ignored. An ad campaign was not going to resonate, we needed to do something a bank had never done before. The NXT LVL campaign was initiated to directly address this by utilizing media channels where these demographics are most active.

BMO NXT LVL strategically employed Twitch and Discord, platforms at the forefront of digital and social interaction among gamers, to deliver a media strategy that was not only innovative but also highly targeted and effective.

Campaign objectives included:

• Campaign engagement

• Improved perception of “understands gaming culture” and “gaming association”

• Lift in perceived “innovativeness”

• Awareness of having “products that meet my needs”

• Improved consideration/purchase intent

The creative idea behind NXT LVL was to create the first banking experience on Twitch, turning financial education into an engaging part of the gaming experience. The concept revolved around BMO hiring the first-ever "Gaming Relations Specialist". This role facilitated authentic interactions with the gaming community, offering financial advice in a relatable and engaging format during weekly live streams.

The initiative included interactive elements, such as live Q&A sessions, where gamers could discuss financial issues in real-time, creating a dynamic learning environment. This approach not only educated the audience but also integrated BMO's banking services into the digital lives of gamers, presenting BMO as a progressive and relatable bank.

BMO NXT LVL redefined the traditional banking experience and made it appealing to a demographic that values innovation and digital engagement.

Recognizing that gamers often experience confidence in their gaming skills but not in their financial management, BMO crafted a strategy to extend this gaming confidence into financial literacy. This insight shaped BMO’s approach to meet gamers in a familiar environment where they already seek mastery and growth. By positioning Twitch as the primary platform for the campaign, BMO aimed to leverage the platform’s interactive nature, where gamers connect with experts and peers to enhance their gaming skills. The strategy involved using Twitch’s one-on-one interaction model to introduce financial concepts in an engaging and accessible manner. This approach not only aimed to demystify finances for young gamers but also to empower them to become as confident in managing their money as they are in managing their game strategies. The campaign was designed to transform BMO’s image from a traditional financial institution to a relatable and supportive partner in financial education.

With younger customers avoiding banks, BMO needed to meet them where they are. Seeing explosive growth, and a global revenue of $220B, gaming was where the bank needed to be.[1] Gaming is replacing traditional advertising channels and becoming a significant part of a modern, digital lifestyle for millennials and Gen Z. Coupled with the fact that 71% of Millennials would rather go to the dentist than listen to a bank means that many traditional ways of connecting with and marketing to young people are gone forever.[2] Importantly, BMO had to find a way to authentically connect with the gaming community.

Introducing BMO NXT LVL, the first banking channel on the world’s number one streaming platform, Twitch, to help gamers level up in gaming and in their finances.

A New Breed Of Banker

For NXT LVL to succeed, gamers would need to see one of their own to authentically take the bank to a place where none had been before. So, BMO hired the world’s first Gaming Relations Specialist, a new full-time position at the bank. We searched BMO’s 50,000+ employees to find the charismatic gamer among them to entertain, engage, and educate gaming audiences. Enter Sean Frame, a die-hard gamer with six years of banking experience at a branch in Windsor, Canada. BMO transplanted Sean from the physical customer front-line to a virtual one.

Transforming The Bank Experience

A key to transforming gamers' banking experience was the collaboration between our Gaming Relations Specialist and prominent gaming influencers like Wardell, MTashed, and Kate Stark. Gamers continue to tune in to BMO’s weekly live streams in large numbers, including unplanned visits from famous esports personalities. In the live chat, BMO is bombarded with questions, revealing a clear lack of financial knowledge among gamers.

One of our most popular streams was during Pride 2023; we hosted a "Rainbow Game-a thon" with LGBTQ+ influencer JuiceBoxx and Sean Frame playing the Rainbow Road course in Mario Kart. This initiative highlighted BMO's dedication to fostering inclusive financial conversations through innovative engagements.

Engagement Beyond Education

BMO’s Gaming Relations Specialist played popular games while simultaneously discussing financial topics, creating an innovative platform for financial education. During these streams, BMO employees offered valuable web resources and followed up with personal finance queries through private DMs on Twitch. Viewers were then directed to the BMO gaming landing page for stream recaps and further learning opportunities, ensuring a seamless user journey. This wasn't just a campaign; it was a digital revolution in banking communications.

Driving Customer Acquisition

Once NXT LVL achieved its initial success, we were able to integrate more banking products and services within the platform. During our launch, Sean was mostly educating and accumulating followers, but once we were able to overcome some of the privacy concerns and gain trust with our gamers, we were able to offer services and deeper functionality. This allowed the bank to drive business results through new bank account sign-ups.

1. https://www.marketwatch.com/story/videogames-are-a-bigger-industry-than-sports-and-movies-combined-thanks-to-the-pandemic-11608654990

2. https://time.com/40909/why-millennials-would-choose-a-root-canal-over-listening-to-a-banker/

NXT LVL was meticulously executed with a multi-platform approach, primarily focusing on Twitch for live interactions and Discord for community engagement. The campaign kicked off with the setup of a custom-designed Twitch channel tailored to appeal visually to gamers. This channel served as the central hub for live streaming sessions hosted by BMO's Gaming Relations Specialist, a charismatic figure with deep roots in both gaming and finance. These sessions were carefully planned to coincide with major gaming events and trends to maximize reach and relevance.

NXT LVL involved a detailed content calendar that included weekly live streams featuring gameplay integrated with financial advice, special guest appearances by prominent gamers and financial experts, and interactive segments where viewers could submit questions live. To enhance engagement, the streams were designed with interactive graphics, on-screen prompts, and real-time polls, creating a rich, multimedia experience that held the audience’s interest.

A dedicated Discord server was established to foster a continuous community dialogue. Gamers could dive deeper into financial topics discussed on streams, access additional resources, and receive personalized advice in a more private setting. This dual-platform strategy ensured that the engagement initiated on Twitch could be sustained and deepened on Discord.

The placement of these digital touchpoints was strategic, ensuring BMO’s presence was felt across the gaming community’s favorite platforms. The campaign reached hundreds of thousands of viewers and participants, making it the largest digital banking initiative targeted at gamers to date.

The materials and style elements used in the campaign were carefully chosen to resonate with the gaming community, featuring dynamic visuals and gaming motifs that blended seamlessly with the world of esports and online entertainment. The methods and processes involved a close collaboration between digital strategists, gaming consultants, and financial experts to ensure the content was both engaging and informative.

BMO built a first-of-its-kind platform that far exceeded its goals, and reimagined where and how consumers engage with a bank.

By directing all media to a first-of-its-kind communication platform on Twitch, with content that intersects gaming and personal finances, BMO changed the gaming community's opinion of what a bank can be. Despite the objections of Twitch, who recommended against a bank creating a Twitch channel.

The innovative use of media not only achieved high engagement rates but also improved brand perception among young consumers, positioning BMO as a relevant and forward-thinking financial institution.

Results include:

-15% increase in new Everyday Banking accounts.

-24% increase in student account openings.

-8.8 million video views

-277,388 Unique views

-24,276+ hours spent watching BMO live content on Twitch

-40% improvement in unaided awareness

-30% improvement in gaming association

-15% improvement in perception of innovativeness

-4% improvement in consideration/purchase intent