Excedrin is tapping Twitch to support mental wellness for gamers. YPulse has said that more brands need to start paying attention to young gamers, and Excedrin is another surprising brand getting involved with the gaming community with their newest partnership with Twitch. Excedrin is teaming up with Twitch streamer and pro gamer Matthew “Nadeshot” Hagg, who is actively educating the community on how to combat headache triggers and on-screen fatigue. The brand has launched the “Excedrin Gaming Routine” microsite, featuring mindfulness techniques like taking eye breaks and practicing deep breathing. This is the first time a pharma company has addressed mental wellness for gamers, and Excedrin was able to successfully tap into Twitch by zeroing in on the pain points esports players experience from heightened screen time. (Marketing Dive)
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