KitKat's jibe at Apple's iPhone 6 bendiness issues has overtaken the popularity of Oreo's Superbowl tweet. Using the trending hashtag #bendgate the Nestle brand posted a picture of a KitKat breaking in two with the caption "We don't bend, we break." Currently KitKat's post, which was created by JWT London, has had more than 28,000 retweets and just over 13,000 favourites. Oreo's "dunk in the dark" tweet posted by Oreo during the Superbowl power outage got nearly 16,000 retweets and 6,500 favourites.

Amazon's $970m (GBP585m) purchase of Twitch 'legitimised" the site in the eyes of brands, according to its EMEA director Steve Saw. Twitch allows gamers to broadcast while they play games. Saw told "Marketing" that the phone had been ringing "off the hook" since the acquisition, with brands looking to reach a highly engaged, albeit 94% male, audience. He pointed to natural fits with film studios, FMCG brands and game studios, and an upcoming UK campaign with Domino's Pizza.

National Lottery operator Camelot has partnered with augmented reality start-up Blippar to add a 3D layer to its "Christmas Cash" scratchcards. The deal means a National Lottery player who downloads the Blippar app and waves their scratchcard in front of their smartphone, will then see extra content, such as a 3D game. Camelot claims it is the first lottery operator to bring augmented reality to scratchcards. A number of U.S. lottery companies have used augmented reality for promotions, not directly on products.

Coca-Cola has unveiled a mobile game Just Dance Now and released a wearable fitness and sleep monitor to help encourage teens to live more active lifestyles. People can download the game via iTunes and Google Play,The launch marks the latest phase in Coca-Cola's ongoing 'Movement Through Happiness' campaign and follows the renewal of its global partnership with entertainment content brand Ubisoft. The GBP50 Flash Fitness monitor, a result of a tie-up with Misfit, will be available in the UK from November.

Companies that extend marketing to the wider business and invest in new technology are more likely to generate "exceptional" sales, according to a report. The Forrester study of more than 300 brands, commissioned by Adobe, found that nearly half (40 percent) grew revenue by 10 percent or more compared to 2012 following corporate investments in creativity. Of those, 58 percent said they actively nurture creativity. Only 20 percent of the less creative companies posted similar revenue uplifts in the period.

Facebook will receive unconditional EU approval for its $19 billion (12 billion pounds) offer for WhatsApp in a deal pitting it against telecoms operators, two people familiar with the matter said on Thursday. The landmark acquisition will give the company a firm foothold in the fast-growing mobile messaging market. A plan by WhatsApp to add free voice-call services for its 450 million customers later this year, however, makes it a potentially powerful competitor to companies such as Deutsche Telekom, Telecom Italia and Telefonica.

US Head of Operations John Steinberg is, according to the Financial Times, hoping brands will pay GBP65,000 per sponsored article in the UK, with a guarantee of 450,000 page views. Some of these pieces will sit in new boxes on the left-hand side of the page. The native advertising will be clearly labelled. However, unlike at BuzzFeed, the same journalists who write editorial content also write sponsored articles -- creating potential conflicts of interest, the "Financial Times" reports.

William Grant & Sons is scrapping the product-driven, provenance marketing behind its flagship Grant's Scotch whisky in favour of digital content inspired by the social stories of younger drinkers. The shift pushes the Scotch whisky to millennials by presenting it as a social drink for all occasions, whether at parties or in a bar. It takes its cue from younger consumers trading up to more premium brands with the business anticipating much of the growth to come from Eastern Europe, Russia, Poland and Africa.

Transport for London (TfL) has created a hard-hitting campaign to warn of the risks of using illegal minicabs. The M&C Saatchi campaign tells the story of a night out through a series of selfies. The first few show the beginning of the evening, but as the night comes to an end, they show a woman being attacked. As part of the 'Safer Travel at Night' campaign, TfL will encourage people to pledge not to take illegal minicabs and upload a photo of themselves once they have got home, with the hashtag #homesafeselfie.

Over half of bloggers spend over 10 hours a week creating content despite only a tenth managing to do so as a living, according to research from digital marketing firm Tamar. The report found that 86 percent of bloggers create content alongside a full-time career. On sponsorship opportunities, bloggers were most annoyed by how agencies approach them -- especially when it was obvious that the PR professional had never read the blog. Nonetheless, nine out of ten bloggers questioned said they hosted sponsored content.