Butterfinger partnered with Microsoft and Twitch for its Halo Infinite game promotion where it lived within the context of a sponsored influencer stream. In Halo Havoc, Butterfinger was integrated directly into the Halo storyline and became the go-to bar for gamers. The result was over 33 million total media impressions; viewers watched nearly 9 million minutes of Butterfinger-branded streams. The brand’s favorability increased 4.5 percentage points among gamers. Most important, the activation drove real results for the brand with a 13% sales increase.