General Mills wanted hardcore gamers to crave Totino’s Pizza Rolls. So, we teamed up with Twitch, recruited their biggest streamers, handed them giant bowls of Pizza Rolls, and gave their fans the power to buck them.

The result? 3.5 hours of mayhem, 1.8 million minutes of viewing time, 92% positive brand sentiment on social, and, to this day, the most fun I’ve ever had on a production.