Hi-Chew Returns to Fortnite with Exclusive Rewards
HI-CHEW® has returned to Fortnite for its third year, offering players a colorful, candy-themed experience running through September 14, 2025. The collaboration, powered by Super League, invites players into the “Chewbie-Dome” on Fortnite’s Minigame Box PVP Island, where the brand’s mascot, Chewbie, greets visitors in a world designed to reflect HI-CHEW’s fruity, chewy identity.
Once inside, players can take on three themed mini-games: HI-CHEW Climbers, a ramp race filled with candy-inspired obstacles; HI-CHEW Chewlet Grabbers, a challenge to collect as many Chewlets as possible in a candy-factory arena; and HI-CHEW Block Drop, a survival game dodging falling objects. By playing, participants collect HI-CHEW Coins, complete challenges, and uncover hidden containers to unlock exclusive in-game rewards, adding an extra layer of incentive to keep exploring.
This year’s activation also expands into community-driven content. HI-CHEW hosted its first Creator Competition, inviting Fortnite map makers to develop their own HI-CHEW-inspired experiences. The three winning maps will remain available indefinitely, giving players lasting access to fan-made creations that extend the brand’s playful presence in Fortnite well beyond the campaign period.
Learn more here.
United Airlines Invests in Dfinitiv to Advance Loyalty and Commerce Media
United Airlines Ventures (UAV), the airline’s corporate venture capital arm created in 2021, has taken an equity stake in Dfinitiv Inc., a technology firm developing next-generation platforms for loyalty-based commerce and integrated media services. This strategic collaboration is aimed at exploring the deployment of Dfinitiv’s SmartCXP™ (Commerce Experience Platform) and SmartLink™ deep-linking engine across United’s MileagePlus loyalty program and its Kinective Media network.
SmartCXP™ enables personalized, shoppable content and intelligent loyalty offers throughout the customer journey, while SmartLink™ connects user context and intent with optimized experiences across apps, web, and on-screen platforms. United sees broad applicability for this technology, not just in travel, but also within financial services, hospitality, credit card programs, and other non-retail enterprises, ultimately aiming to transform loyalty into an everyday, commerce-driven engagement platform.
Leadership from both sides emphasized the innovation and scalability of this partnership. Dfinitiv CEO and co-founder, Joseph Fitzgerald highlighted SmartCXP™’s ability to deliver personalization and flexibility needed to "turn loyalty into a connected, everyday engagement platform". Andrew Chang, head of UAV, said that United values “differentiated technologies, thoughtful user experience design, and strong management teams that can scale,” and sees Dfinitiv’s versatile platform as having strong potential across multiple industries, including enhancements to its loyalty and media offerings.
Learn more here.
Mary Kay Launches AI Foundation Matcher
Mary Kay Inc., a global pioneer in direct-selling beauty and skincare, has introduced its AI Foundation Finder, a groundbreaking tool that leverages advanced artificial intelligence to help consumers find their perfect foundation shade instantly, using their smartphone cameras. This tool is unique in the direct-selling industry and utilizes a proprietary 10-shade scale built for inclusivity, with the technology mapping facial RGB data against Mary Kay’s foundation offerings to deliver personalized shade matches within seconds.
In initial testing, the AI tool demonstrated strong consumer and consultant response: 83% of customers indicated they would likely purchase the recommended match, while 100% of Independent Beauty Consultants (IBCs) expressed a strong likelihood of adopting the tool in their businesses. Its features include real-time tracking of 151 facial feature points, seamless integration through the Mary Kay website and iCatalog, and privacy protections—specifically, the tool does not store or process biometric data.
This launch reinforces Mary Kay’s status as the top direct-selling beauty and color cosmetics brand globally for three consecutive years (2023–2025) according to Euromonitor International. It embodies the company’s broader commitment to digital innovation, inclusivity, and empowering its entrepreneurial network through tech-enabled solutions. The AI Foundation Finder is now live in select markets and will be rolled out more widely in the coming months
Learn more here.