The Problem: BMO needed to connect with a generation that actively avoided them.

The Solution: BMO NXT Level, the first Canadian Bank Twitch Channel hosted by a BMO employee specialized in Gaming.

Numerous brainstorming and working sessions between the creative agency (FCB Toronto) and the Twitch team resulted in a groundbreaking global execution on Twitch. BMO became the first financial institution to launch a Twitch channel, reimagining what a bank can be and securing a well-deserved place within the gaming landscape.

BMO’s Gaming Relations Specialist, Sean, went live on Twitch during a series of sponsored livestreams featuring some of Canada’s biggest streamers. Together, they engaged in gaming and dived into relevant banking and finance topics for our audience, effectively showcasing that gaming can intersect with banking when executed correctly. The BMO NXT LVL channel is still active, and Sean continues to host multiple live streams monthly, both independently and with guests.

Result: The campaign won a Cannes Gold Lion in the Social Media and Influencer category. The channel remains active and is committed to innovating year after year.

The numbers: 100K+ Unique Viewers. 517,000+ Minutes Watched. 4,500 Chat Interactions. A 40% increase in Gaming Association and a 20% lift in BMO's "understanding gaming culture."