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Dairy Queen launched its new tagline, “Happy Tastes Good,” and repositioned a promotional day as an engaging, joyful, participation-based “study.”

Doritos gave young musicians the chance to be featured on rapper Lil Baby’s newest single through a promotional contest.

Pop-Tarts partnered with Activision, the makers of the video game Destiny 2, to promote the snack food.

McDonald’s and Coca-Cola invited fans to “Share a Coke” at McDonald’s and connect over their love of football through a unique digital integration that drove record-breaking guest engagement and lift in beverage transactions at McDonald’s.

OraQuick produced a branded video to raise brand awareness and promote unique product benefits in a way that stands out against more than 30 years of messaging in the fight against HIV.

Moguls in the Making positioned Ally as an inclusive and diverse company and true champion of economic mobility.

Ally Financial created a game based on Monopoly to promote financial education and awareness of its brand.

Liquid-Plumr won back market share with an integrated campaign focused on leveraging influencers and social media.

Xbox and Taco Bell worked together in partnership to create an exciting promotion for both fan bases that drove consumers in-store and increased purchases of the $5 Double Chalupa Box and the Platinum Xbox One X throughout a promotional period.

Chevron undertook a campaign to promote women in STEM careers.

Coca-Cola and McDonald’s created a new way to engage with fans during the World Cup tournament, developing noisemakers out of cups for fans and creating a robust online engagement platform for the chance to win prizes and experiences.

Dunkin’ Donuts created Dunkin’ Go2s, a value breakfast menu that connected with its customers’ go-getter mindset and increased sales.

Drinkworks Home Bar by Keurig is a new-to-market, single-serve appliance to make pod-based alcoholic beverages that redefines how people engage with alcohol at home.

OREO capitalized on its partnerships with Target and a social media influencer to drive sales of three new cookie flavors.

Doritos partnered with Marvel Studios to promote the sequel to Guardians of the Galaxy.

Mondelēz International developed shopper marketing campaigns tailored to each of Oreo’s four key retailers to encourage consumers to use social media to share their experiences dunking classic Oreo cookies.

Comcast revamped its marketing efforts throughout the course of the year to support product, competitive, and acquisition communication, and help guide consumers from education about Xfinity through to conversion.

Bud Light partnered with Live Nation for a campaign that connected with fans at the Hollywood Casino Amphitheater in Chicago.

Cheez-Its and Pringles became the “Official Snacks of Football” thanks to the clever launch of Kellogg’s “Saturday vs. Sunday: Voice Your Choice” campaign, debate, and sweepstakes, which helped the brand gain in-store display, sales, market share, and overall consumer consideration.

Procter & Gamble leveraged mainstream and African-American-targeted media channels to promote educational and constructive conversations about racial bias.