Some brands “engage” consumers. Some partner with their passion points. That’s fine. But it can’t compare with embedding your brand in an intense flow activity – life’s greatest legal high.5 Gum was embedded into the game as a ‘juicy grenade’ or a ‘bouncy pad’. Players could earn coupons for 5 Gum in the game, including “Cross Fire Limited Edition Packs”, and many highlight reels from spectacular gaming performances were shared online to the game’s large cohort of followers. The sales value of Five gum grew by 72.6% (vs year ago)