T-Mobile wanted to promote unlimited mobile internet in an innovative way using real-time, stream-based interactive ads. The goal was to trigger advertising content based on gameplay events observed on live streams of popular games like League of Legends (LoL) and Forza Horizon 5 (FH5), without integrating with the games themselves.
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Interactive ads
T-Mobile × League of Legends & Forza Horizon 5
Instant Reaction Ads
Real-time stream-based interactive advertising reacting dynamically to live gameplay triggers without direct game integration.
As project lead, my goal was to design and implement a system that dynamically reacted to gameplay events on streams, creating engaging, context-aware advertising while keeping the viewer experience seamless.
I led the PM team for the LoL implementation, coordinating marketing, the stream integration partner inStreamly, and development to define event triggers, creative formats, and UX constraints. I oversaw QA and delivery across platforms. After LoL, I took full ownership of the FH5 rollout, managing the end-to-end process, setting up stream-based triggers like car speed, and ensuring smooth, real-time ad activation.
The campaigns delivered interactive ads that responded dynamically to gameplay on streams, creating a highly engaging brand presence for viewers. The solution strengthened T-Mobile's image as an innovative, digitally savvy brand and provided a scalable approach for future stream-based advertising initiatives.