News Overwatch x LE SSERAFIM returns as Steam traffic jumps The third Overwatch x LE SSERAFIM wave ties K-pop fandom, new skins and BlizzCon into one recurring live-service moment.
News Anker’s Valorant gear turns a USB-C hub into a collector item Anker’s Valorant hub and 100W charger use smart displays and OTA character updates, plus a limited gift box for early buyers.
News Guinness turns matchday identity into a customizable fan uniform Guinness reunites with Tobyato for a customizable Singapore football jersey as Guinness 0.0 enters Southeast Asia.
News Wonderful Pistachios turns 7 college athletes into a year-round NIL content engine Wonderful Pistachios signs seven college athletes across six sports, turning its first NIL roster into a year-round social content engine.
News Bluey enters 5 Mattel brands as fandom moves beyond the screen Mattel and BBC Studios are extending Bluey beyond the screen through five established toy and game franchises.
News Liverpool FC expands premium lifestyle push with new Firma collection Liverpool FC’s Firma collection leans into understated fan fashion, backed by a faster global e-commerce platform, personalised recommendations, and member
News Levi’s turns ROSÉ’s denim drop into a fan-first pop-up tour across Asia Levi’s brings ROSÉ’s denim capsule to Asia with custom patches, charms, and pop-ups in Tokyo, Seoul and Shanghai, plus a wider APAC release.
News HSBC turns its celebrity ambassadors into a pop group for RewardCash HSBC combines Charmaine Sheh, Keung To, Fatboy and Ah Dee as Rewardor, using a pop song to explain its broader RewardCash proposition.
News ENGWE turns Robin van Persie’s GOAT status into a reliability pitch ENGWE uses Robin van Persie’s reputation for consistency to turn a football partnership into a broader reliability story for e-bikes.
News Matin Kim taps Stray Kids’ Lee Know for its FW26 campaign Matin Kim’s FW26 campaign with Lee Know uses intimate visuals and genderless silhouettes to translate brand philosophy into wearable styling cues.
News Rexona’s new Southeast Asia ads turn “sweat anxiety” into a real storyline Rexona’s new SEA campaign in Indonesia and the Philippines frames sweat as a social “mental load,” extending its global platform with local moments.
News Hyunjin x GUESS Jeans shows how K-pop teasers turn fashion drops into events GUESS JEANS revealed Hyunjin after a cryptic teaser. A look at how fandom decoding, Reels, and fast availability shape fashion demand.
News HYROX addresses Beijing race incident as PUMA gets “Pooma” comments HYROX says medical and biocontaminant rules were unclear in Beijing. The backlash also pulled PUMA into a fast-moving comment-section narrative.
News G-Dragon leads McDonald’s gochujang campaign across 13 Asian markets McDonald’s Korea brings G-Dragon to a 13-market campaign built around gochujang butter menu items and limited PEACEMINUSONE merchandise.
News Samsung New Zealand plays the “Tim Cook” joke to sell foldables Samsung NZ cast a real Tim Cook in social videos for Galaxy Z Fold8, tapping Apple rivalry and foldable curiosity to boost shareable product demos.
News Make Up For Ever taps NMixx to spotlight its ColorGlow lip balm push Make Up For Ever debuts Artist ColorGlow lip balms at $26 and taps NMixx. The move reflects how fandom aesthetics are shaping beauty product storytelling.
News How Samsung turned Apple launches into a 15-year content strategy A chronological look at how Samsung has reused Apple launches, product choices and controversies to keep Galaxy in the same media cycle.
News Old Navy’s MrBeast campaign lifts kids traffic by 22% Old Navy’s MrBeast back-to-school campaign drove a 22% lift in online kids traffic, giving the retailer an early signal that creator-led storytelling can move audiences from views toward shopping.
News Uber Eats makes 2013 feel exhausting to sell the relief of Phew Phew uses Troye Sivan, Redfoo and 2013 nostalgia to move Uber Eats from delivery breadth toward the emotional relief of convenience.
News Liverpool FC turns Champions League programmes into local art collectibles Liverpool FC is using local artists to turn Champions League programmes into collectibles rooted in Anfield matchday culture.
News Tinder turns Pitbull’s bald-cap fandom into a dating campaign Tinder turns Pitbull’s bald-cap fan ritual into an IRL dating campaign built around rethinking type, confidence and participation.
News Liverpool FC leads Europe’s clubs on cultural relevance at 31% Liverpool FC scores 31% for cultural influence across a 22-market study, showing how fandom and digital reach strengthen sports brands.
News Cadbury turns a chocolate clutch into a New York Fashion Week moment Cadbury uses a crystal-covered LUAR clutch to turn generosity into a New York Fashion Week launch moment for its new U.S. brand platform.
News Standard Chartered extends its wealth campaign with AI optimisation Standard Chartered adds AI media optimisation, real-time triggers, and local platforms to its wealth campaign, with dentsu Singapore supporting
News Telkomsel turns an Ariel NOAH lyric into a brand shortcut Telkomsel uses an Ariel NOAH lyric to make Halo Optima’s “More in Every Way” promise feel specific and culturally grounded.
