Oakley wanted to establish credibility in the international esports community, with an act that transcends borders and helps emerging talent reach the next level of their gaming careers.

Streaming your game is one of the best ways to get noticed, but 97% of Twitch streamers get less than 5 viewers. So, if nobody is watching, how can talent be discovered?

Oakley turned the trend of Raiding, where one sends viewers from their stream to another stream, into a spotlight for next-gen gamers. In a week-long event, ESports legends like Scump, Chica, Shotzzy, Shahzam and Mimi raided the Twitch streams of upcoming talents, giving them the amazing opportunity to showcase their skills LIVE in front of a bigger audience

In the world of streaming, ‘Raiding’ is a toxic trend where one sends viewers from their stream to another stream to harass the streamer. This first-of-its-kind digital activation used tools native to Twitch - Raid and Guest Star, to turn the toxic trend of ‘Raiding’ into a spotlight for upcoming talent, by sending them encouraging viewers from the streams of pro gamers.

Over five days, Oakley’s e-athletes scouted the internet for talent and raided amateur streams streaming with #OakleyStreamRaids, while LIVE on Twitch. Eligible candidates were chosen to be raided in real-time and were then challenged to a friendly game, to showcase their skills against the gaming pros, with the biggest audience they had ever had on their stream.

Over 1K gamers registered for the Oakley Stream Raids event.

Over 5,851 hours of streamed content were generated by the community.

The raided gamers got incredible exposure, with an astonishing peak of

+55,370% viewers during the raid.

The Oakley brand is a newcomer to gaming. But by the end of the activation, the esports community was pushing for Oakley Stream Raids to be a recurring platform they could engage with. Oakley is already working on the same.