Mahou wanted to connect with Gen Z.

So we looked for something they already do: in Spain, “nos echamos una más” means having one more beer. But it also feels exactly like what happens on Twitch: one more game, one more stream, one more round. So we turned that cultural overlap into an idea. 

 

On Twitch, when a stream ends, creators can send their audience to another channel through a feature called raids. We used that behavior to create “one more”. We partnered with Spain’s top streamers and turned their raids into the next round, sending their most loyal audiences to a Mahou channel with exclusive content.

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From one more stream… to "una más"