Sour Patch Kids is looking to attract Gen Z's interest by partnering with Twitch streamers for a sponsored face-off on Rocket League. Its Fruit Fight campaign recognises the role of snacking in gaming and taps into parasocial relationships to build stronger connections with digital natives.

Armchair sports fans have long shouted at their screens thinking they know which plays, players, and moves should be used. Fan Controlled Football gives fans the power to make those calls. Streamed live on Twitch, FCF is an interactive experience where users have a direct impact on their team.

As restaurants in the US closed due to the pandemic, people got used to ordering food online – but often through third-party delivery apps. How did Chipotle convince customers to go direct to the source and order via its app? And what does its success reveal about loyalty in the fast food world?

In a bid to show fans it's listening, Skittles has reintroduced the lime green flavor and offered its apologies for its nine-year absence in a series of promotional stunts. As call-out culture and heartfelt apology videos remain common, their satirization really resonates with people.