Year
2024
Client
Honda
Category
Automotive
Product Duration
6 - 8 Weeks
Honda wanted to connect with a new generation of car buyers, but not through ads, through gaming culture.
The goal? Reinvent what automotive marketing could look like on platforms where Gen Z already lives, specifically, Twitch.
Cxmmunity partnered with Honda to launch DreamLab. A first-of-its-kind lifestyle-focused Twitch channel created for collaboration, creativity, and cultural connection.
We developed and produced original livestream formats rooted in pop culture, competition, and conversation with notable creators in the gaming and Black media space.
This was about building brand affinity through shared interests and authentic engagement.
Honda became the first major automaker to launch an original Twitch channel
DreamLab achieved rapid follower growth and sustained viewer retention across streams
Positioned Honda as a lifestyle-first brand with cultural relevance in the Gen Z space
Built direct relationships with creators, DJs, and digital tastemakers—not just influencers
With DreamLab, Cxmmunity helped Honda go from car brand to a cultural collaborator with a new generation of car buyers showing how livestreaming can unlock entirely new audiences through content that’s built for them, not at them.
