Otto x Twitch
OTTO and Mediaplus turn streaming breaks into interactive media spaces, controlled by chat. Instead of waiting or switching streams, the community can reshape the streamer's background with OTTO products. With this new media placement, bookable for advertisers, we achieved a 0 percent drop-off rate, 39 percent more chat activity, and 2.7 million brand impressions for OTTO.
Increase in chat activity
Brand impressions in under 15 hours
Live interactions in the stream
Location
Germany
Industry
Services
Innovative Media, Influencer Marketing, Social Media Content Production, Social Commerce, Custom Web & App Solutions
No Streamer, No Interaction
Twitch runs on real-time participation. The community shapes every stream as it happens, through chat, reactions and shared moments with the streamer. That closeness is the reason people tune in.
As soon as the streamer takes a break, this dynamic stops. The stream keeps running, but the person everyone came for is gone. Chat goes quiet, attention drifts, and up to 18 percent of viewers switch to another channel. People leave because, for those minutes, the stream has no place for them.
For streamers, every break chips away at the bond with their community. For brands, it's a recurring blind spot: thousands of attentive viewers, with nothing to engage them.
A classic ad break would only widen the gap. It adds distance to a moment that already feels empty, in a culture that is quick to reject anything that looks like interruption.
The task for OTTO and Mediaplus was to give the community a role during the pause. The format had to keep attention and interaction alive, respect the rhythm of the stream and feel like part of the streamer's world.
From Break to Peak
Together with OTTO and Twitch, Mediaplus developed the Interactive Intermission, a new media placement designed specifically for streaming breaks.
As soon as a stream went on break, chat took over. A custom-built Twitch extension placed an interactive overlay on the streamer's real background and made visible objects in the setup clickable and shoppable. The community could explore the OTTO range directly in an environment they already knew from every stream.
Then viewers got a say. Chat voted live on which OTTO product should join the setup next, turning the break into a shared decision.
The vote kicked off a story that continued well beyond the break. OTTO delivered the winning products to the streamer, who unboxed them live in the next stream and integrated them permanently into the setup. The brand became part of the channel's world, on the streamer's own terms.
The result: the weakest phase of a stream became its most active moment. During breaks, the drop-off rate fell to 0 percent, chat activity rose by 39 percent, and OTTO reached 2.7 million brand impressions.
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"With Interactive Intermission, we created a completely new media format together with OTTO and Twitch, one that turns specific user behavior on the platform into a unique opportunity for brands. This is exactly how we at Mediaplus bring innovation and measurable results together."
Alex Turtschan
Global Futures Director
Mediaplus Group
#1
Downtime becomes engagement when the community gets to help shape it
#2
Native product integration feels more credible than classic advertising
#3
Successful formats can be scaled into bookable products
About Mediaplus
Mediaplus, headquartered in Munich, is one of Europe’s largest independent media agencies and part of the Serviceplan Group. The Mediaplus Group employs around 2,200 people in more than 20 wholly owned offices worldwide and has a presence in over 40 locations, including partner offices. Its services span Media Strategy & Innovation, Media Planning & Buying, Data & AI, Performance Marketing, Advertising Technology, and Commerce & Retail Media. As an owner- and partner-led company, Mediaplus stands for personal responsibility, long-term client relationships, a drive to innovate and entrepreneurial thinking. True to its claim “People. Pioneering. Progress.”, Mediaplus combines strategic consulting with data and AI expertise and a deep understanding of brand and business growth. Through “House of AI”, the group-wide AI framework, it pairs proprietary data models with in-depth market expertise. Mediaplus has been repeatedly recognized in the WARC Media 100 and the RECMA Quality Ranking, and in 2026 was named Media Agency of the Year at the German Media Awards for the fifth time.
The Interactive Intermission is a media format developed by Mediaplus, OTTO, and Twitch that turns streaming breaks into interactive moments. Instead of a classic ad break, the streamer's real streaming background becomes an interactive surface during the pause. The community can discover products in the setup directly, click on them, and vote live on which OTTO product should be added next. This keeps viewers' attention even when the streamer isn't active, and the break itself becomes an experience for the community.
For the Interactive Intermission, Mediaplus built a custom Twitch extension that overlays the streamer's real streaming background. This makes visible objects in the setup clickable and shoppable, letting the community discover the OTTO product range directly in a familiar environment. Chat then votes live on which product should be added next. OTTO delivers the voted-for products to the streamer, who unboxes them live and integrates them permanently into the setup, creating an ongoing story between streamer and brand.
The campaign generated 2.7 million brand impressions and more than 17,000 direct interactions within the streams in under 15 hours. Chat activity rose by 39 percent, while the drop-off rate during streaming breaks fell to 0 percent. For OTTO, the effect went beyond pure visibility: the brand was perceived as an active part of Twitch culture rather than an outside advertiser. Building on this success, Twitch developed the Interactive Intermission into a new, bookable media format that will be available to other brands as a scalable advertising solution.
