Twitch, Esports, and Gummy Worms: How a Candy Brand Won Over Generation Z Gamers

Thu, 21 Apr 2022 00:00:00 -0400
REGGIE Awards

Capitalizing on Xbox’s 20th anniversary to connect with generation Z consumers, Ferrara Candy Company created a custom Xbox console giveaway, an esports league, and special game packaging to sell its popular Worms product, using Twitch influencers to help carry the message and drive engagement.