Marketers increasingly realize that millennials are the most diverse generation of consumers, and they engage with the world through online sub-cultures, rather than passive consumption of mass media. Honey Nut Cheerios came in as sponsor of Compete, Kotaku’s video series on extraordinary gamers.

Adweek has the write-up. One episode includes a feature story on a world-class speed-gamer who overcomes a degenerative condition that has left him partially paralyzed. Another features a fighting game enthusiast who bests her opponents while blindfolded. “I’ve been interested for a long time in telling the stories of the people who actually play video games,” said Totilo. “I feel like that’s been under-tapped.”