Enterogermina put gaming influencers' real mums inside their livestreams

A 50-year-old probiotics brand had to reach a young gaming audience; Brazil, with nearly 90 million players, was the launch market.

Mothers of Brazil's biggest gaming influencers — given look-alike avatars and gameplay training — suddenly 'crash' their own children's livestreams.

The mums of Norbu (30 million followers), Flakes Power, Scorpion and Lipao trained across Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto, then appeared in their children's games live on Twitch, YouTube and TikTok in front of hundreds of thousands of viewers.

Surprise encounters played out in front of hundreds of thousands of viewers; MRM's CCO said the activation created 'a space where the Enterogermina brand could build meaningful relationships with a whole new generation'.

LBB reported on 2023-03-30 that Sanofi's Enterogermina, the world's leading probiotics brand, found a way to teach young gamers about gut health: 'Ready Player Mom', by MRM Spain with Druide Gaming, recruited the mothers of Brazil's most prominent gaming influencers and had their look-alike avatars 'crash' their children's virtual gameplay.

The recruited mums belonged to influencers including Forbes 30 Under 30 honouree Norbu (30 million followers), Flakes Power, Scorpion and Lipao — all caught by surprise when their mothers appeared in their games. For a seamless surprise, the mothers were trained across Minecraft, Fortnite, Complexo, Sims 4, Roblox and Zepeto, and the encounters unfolded in front of hundreds of thousands of viewers on Twitch, YouTube and TikTok.

Marília Zanoli, marketing director of consumer healthcare at Sanofi Brasil, said the brand was 'leveraging the virtual worlds to improve health and empower self-care'; MRM Spain chief creative officer Félix del Valle called it 'proof that healthcare marketing is a world full of exciting opportunities'. Brazil, one of the world's most important gaming markets with nearly 90 million players, was the launch stage.

The activation targets the exact moment of the bad behaviour — gaming sessions and their snacks — instead of buying media around it.

The emotional surprise of a mother appearing mid-game is unskippable content, guaranteed reaction clips on the platforms kids actually watch.

Borrowing the influencers' own families kept it authentic: the mums were real, the avatars looked like them, and the gamers could not rehearse a response.

To reach an audience that skips ads, send the one messenger they cannot skip: their own mother, inside their own game.

As of the March 2023 report, the activation had run across Twitch, YouTube and TikTok in Brazil, with Sanofi framing gaming worlds as a channel for health education for 'future generations'.