Research showed that 70% of Sugar-Crisp-eating youth are gamers. A common problem was also discovered: they like to play while snacking on cereal straight from the box, leading to sticky fingers (not good for gamers). So the brand created the Sugar-Crisp Spout, a device that allows users to keep one hand on the controller without having to deal with sticky hands. It didn’t tap an influencer to get the word out, because, well, gamers are skeptical of them. So it created a “totally not fake gaming influencer” called @yoGameGuru, with fictional YouTube, Instagram and Twitch accounts and purchased followers to add to his credibility. The first batch of Spouts were quickly snapped up, with thousands on the waitlist for the next. The campaign led to increased sales... and zero sticky fingers.