In this interactive Instagram Story mini-game loaded with easter eggs and fun misdirects, fans had to move as fast as Sonic to catch his appearances in a ring-housed flipagram.

Everyone loves a donut! But everyone especially loved the aviator-wearing donut in Sonic. On Instagram, we brought him back, letting fans ask Sergeant Sprinkles anything (yep, anything!). A few hours later, we'd received over 2,000+ fan submissions, fueling a day full of sugar-coated fun!

With kids around the world sheltering at home, we partnered with UNICEF to give them a way to stay active: a fun, stylized Sonic-inspired "Gotta go fast!" workout!

Filmed remotely with teachers and students, our collaboration with Paramount and UNICEF became one of the top-performing streamed classes across the UNICEF network and anchored its summer camps, helping unlock food for malnourished children around the world, plant trees, and support other local causes -- all while helping keep kids moving and active, just like Sonic.

When you move as fast as Sonic, you can pack a lot into a single day. We highlighted the range of Sonic's activities in the film with a stylized 'day in the life' Instagram Story, cutting up moments into a montage that hinted at the action and comedy in the film.

A kid at heart, Sonic loves to watch films and hang out. In the campaign, he 'speed-watched' films from across Paramount's catalog, providing commentary and ultimately creating snackable content that cross-pollenated him across the studio's other popular IPs.

In the film, Sonic breaks the fourth wall and has fun at his own expense -- the tone on social was no different, especially on holidays like April Fool's, when we surprised fans with a slow-mo Sonic.

Even the Blue Blur needs to balance his energy with mindfulness. In a partnership with Cosmic Kids, we helped lead millions of kids in an exercise that emphasized the importance of balancing super-sonic energy levels with rest, calm, and, of course, fun.