Honda DreamLab

Honda has established an authentic connection with Millennials and Gen-Z consumers through Honda DreamLab, a “creator studio” featuring lifestyle content inspired by car culture, with scheduled live-streaming series, competitions, and chat interaction led by Twitch streamers.

With many automakers aggressively targeting first-time car buyers, Honda needed a fresh way to break through and establish an authentic and emotional connection with younger Millennials and Gen-Z. Twitch is not just for gamers – it is a platform that is flourishing with ideas and creativity. The demographic of the platform is young, making it the perfect place to market the target audience and a great space to diversify beyond gaming.

The goal of the DreamLab channel is to develop programmable content with true creators–not just influencers–who come with their own loyal Twitch fanbase and creative perspective. Honda’s Twitch platform gives viewers the ability to harness the Power of Dreams—a foundry of imagination where people connect to play with ideas and share the joy in creativity.

Honda is the first automaker with a Twitch channel dedicated to lifestyle content. DreamLab offers a variety of programming that appeals to viewers outside the gaming arena. The channel has been live since 2022 generating roughly 7,000 followers since then. Season one produced 2.9 MM total views in just 6 episodic streams, with the inaugural Dashboard DJ episode drawing about 330,000 views.

Season two saw 1.9 MM total impressions in the first 4 streams, earning 5.7 MM total views over the entire season. Honda also partnered with Mama’s Nightmarket an IRL food festival celebrating authentic Asian food culture by featuring restaurants that represent the LA community but are often underrepresented. The DreamLab x Mama’s stream generated 595,087 total live views. Season three has garnered over 2M views since its start in May 2023 and has expanded to YouTube with an additional 25K subscribers on the platform.