# Social-First Dance Challenges The SOURS by EXTRA Cheworkout is a Playful, Shareable Experience By Laura McQuarrie | Published 2026-04-24 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sours-by-extra-cheworkout References: [prnewswire](https://www.prnewswire.com/news-releases/extra-partners-with-dancer-hailey-bills-to-unveil-new-sours-by-extra-gum-and-transform-its-unexpected-twist-of-flavor-into-a-dance-challenge-302741420.html)  SOURS by EXTRA is a bold new take on gum that delivers an unexpected twist of sweet and sour flavor, and to celebrate its launch, [EXTRA Gum](https://www.trendhunter.com/trends/flavour-vote-campaign) dropped the SOURS by [EXTRA Cheworkout](https://www.trendhunter.com/trends/chew-it-before-you-do-it) Sweepstakes—a social-first dance challenge inspired by the dynamic flavor experience. EXTRA Gum partnered with fan-favorite TV dancer Hailey Bills, and fans are invited to share their take on Hailey's Cheworkout on TikTok or [Instagram](https://www.trendhunter.com/trends/extra-ritual-packs) using #CheworkoutSweepstakes. For their efforts, participating social media users have the chance to win a private virtual dance tutorial with the professional dancer herself, plus a reshare on Hailey's social channels. SOURS by EXTRA, now available nationwide, dropped in two big, fruity flavors: Blue Raspberry and Strawberry. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 21% | Activity: 25% | Freshness: 70% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Social-first Dance Challenges:** Short-form, user-generated choreography tied to branded products creates scalable, algorithm-friendly engagement formats that can reshape campaign reach and measurement. - **Flavor-driven Experiential Marketing:** Branded sensory narratives that pair distinctive flavors with participatory experiences open new avenues for product differentiation and multisensory storytelling. - **Creator-centric Sweepstakes:** Prize mechanics that foreground influencer interactions and reshares create high-perceived value opportunities for audience co-creation and authentic endorsement. ### Industries Being Reshaped - **Confectionery and Snacks:** Snack brands stand to leverage performative, shareable activations to move beyond shelf competition and embed products into cultural moments and content trends. - **Social Media Platforms:** Platforms can benefit from native challenge mechanics and creator reward systems that increase time spent, creator monetization, and viral loop potential. - **Virtual Fitness and Wellness:** Digital dance lessons and micro-workout content tied to lifestyle brands offer hybrid monetization models blending e-commerce, subscriptions, and sponsorships. ## Related on Trend Hunter - [Expressive Hair Campaigns](https://www.trendhunter.com/trends/main-character-hair.md) - [Gen Z Sun Care Campaigns](https://www.trendhunter.com/trends/sun-care-campaign.md) - [Record-Breaking Hair Flip Challenges](https://www.trendhunter.com/trends/k18hairflip-2026.md) - [Beauty Entrepreneurs Growth Studios](https://www.trendhunter.com/trends/breakout-beauty.md) - [Furniture-Inspired Acting Games](https://www.trendhunter.com/trends/chair-ades-challenge.md) - [College-Focused Social Platforms](https://www.trendhunter.com/trends/tiktoks-campus-verification.md) - [Ultra-Concentrated Oil Cleansers](https://www.trendhunter.com/trends/ethereal-cleansing-oil.md) - [Youth Arthritis Challenges](https://www.trendhunter.com/trends/the-arthur-tut.md) - [Sun Safety Movements](https://www.trendhunter.com/trends/burn-lines.md)