V Energy Drink was experiencing declines in sales and relevance amongst young Australians. Research undertaken by Connext found that while “The Massive Hit That Improves You a Bit” is an effective message for 18- 24’s, it’s not reaching them.

OMD found large segments of V Energy’s youth demo moved their attention from TV to gaming platforms like Twitch. Gaming’s now bigger than Hollywood and as a channel it massively over-indexes with the Australian youth we want to talk to.

When TKT was tasked to help V Energy enter this space, we knew we had to be different. Most brands who advertise in gaming do so with named sponsorships in eSports leagues. Instead of entering this over- crowded space, our strategy was to create playable content for them. With game developers increasingly being expected to provide fresh content long after a games release, we knew V’s would be in demand.

The mod all started by adding V Energy Drink into the game as a consumable object. The scale of the mod went way beyond this with over three hours of new content and dozens of features.

We created the mod using Fallout 4's Creation Kit over two months. We then soft-launched to the PC community on Nexus Mods. There, we worked with the community's feedback to squash bugs and tweak it.

We launched on Xbox,and streamed with Twitch Influencers to over 600,000 engaged viewers. We got coverage in all the major gaming blogs and mags. We were the number 1 trending mod over the campaign and it was even translated into frence.

As a brand whose sole purpose is to improve our drinkers a bit, we brought that proposition to life by improving not only their in game character, but their entire in-game world.