Unleashing Lion’s Roar with Voice Recognition Feature

Gaming is the heartbeat of Gen Z. The stats don’t lie: 92% of Gen Z are gaming enthusiasts, and 79% actively consume gaming content – from trailers and tutorials to full-blown streams.

For this generation, Twitch is their television, their stadium, and their community center, with 50% of users watching at least 8 hours of content weekly.

But long gaming sessions have a dark side: fatigue, loss of focus on game objectives, and the dreaded “tilt” (frustration after failure).

 

Gaming is a hobby that often involves high ambitions and a focus on results. This, in turn, often leads to dissatisfaction with one’s own performance. The key to Lion’s campaign was to support players in moments of doubt. In this context, “Do it with claw!” is not only a brand slogan, but a battle cry that lifts the spirits and inspires players to achieve results.

Maciej Bielas, Creative Specialist @ inStreamly

The Challenge? LION wanted to position itself as the ultimate antidote to this drop in form. The goal was to reach gamers exactly when they needed a boost- positioning the iconic chocolate bar as the fuel to regain inner power, mental energy, and “Do it with a claw!” (“Zrób to z pazurem”).

Turning “Tilt” into power

Standard display ads are often ignored (banner blindness) or blocked. To truly connect with gamers, LION needed to be part of the stream, not an interruption.

We utilized inStreamly’s Voice Recognition technology to create a hyper-contextual campaign. The artwork didn’t just appear randomly; it reacted in real-time to what the streamer was actually saying.

How it worked: The AI listened for specific keywords indicating a drop in morale or energy, such as:

• “I’m failing,” “I’m losing,” “Enough,” “No strength left” (Frustration/Fatigue)
• “Hard,” “Motivation,” “Power,” “Advice” (Need for a boost)

The Creative Execution: When the streamer complained or showed weakness, LION responded instantly with a dynamic animation:

1. The Trigger: Streamer says “I’m losing it!” -> Text appears on screen: “Don’t complain!”
2. The Action: Animated claws rip through the streamer’s overlay, “tearing” the screen fabric.
3. The Reveal: From the tear, the LION bar emerges along with the campaign slogan “Do it with a claw/grit”.
4. The Call to Action: A model appears with the product, directing viewers to “Click the link in chat”.

This turned a moment of gaming frustration into a perfect marketing opportunity, offering the product as the solution to the streamer’s immediate problem.

The loot we grinded

The campaign proved that context is king. By aligning the brand message with the exact emotional state of the streamer and their audience, LION achieved massive lifts in brand metrics compared to the control group.

The results speak for themselves:

• TOP OF MIND (+17pp)
  • Question: When you crave a sweet snack while gaming/watching, which brand comes to mind first?
  • Result: Jumped from 23% to 40%.
• AD RECALL (+29pp)
  • Question: Which brands have you seen advertised on streams recently?
  • Result: Skyrocketed from 17% to 46%.
• BRAND AFFINITY (+26pp)
  • Question: Which brand supports streamers and gamers?
  • Result: Increased from 21% to 47%.

 

LION’s new campaign, “Do It with Claw,” is an invitation to live by your own rules—authentically, courageously, and without pretense, even when fatigue, pressure, or doubts arise. We wanted LION not only to talk about this idea, but to truly put it into practice.
The activation in the gaming world was one of the elements of this platform, because that is where ambition and pressure are particularly visible, and the attitude of doing things your own way resonates exceptionally strongly. LION appears in this context not to interfere, but to support and inspire further action.
The results achieved confirm to us that consistently building a brand around a distinctive attitude has a real impact on its strength. Significant increases in top-of-mind awareness, ad recall, and brand affinity show that “Do it with a claw” was received as an authentic, memorable message, unambiguously associated with the LION brand. For us, this is proof that when a brand doesn’t impose predefined paths but inspires people to make their own decisions, it builds a lasting and meaningful relationship with them.

Lion Representative

 

GG WP

LION didn’t just place an ad; they joined the conversation. By using Voice Recognition Feature to “hear” the streamers’ pain points (tilt, fatigue) and immediately offering a solution, the brand became a natural, supportive part of the gaming ecosystem.

When you treat the stream as a dialogue rather than a billboard, you don’t just get views- you get respect.