I like it when a chorus gets built up more on each repetition, either with the addition of more instrumental parts, new harmonies or background vocals, or a beat change that brings up the intensity.

Similarly, I like when that same effect happens within 2 halves of a chorus. Example of one I heard recently is the chorus of the song “Breathing” by ELLEGARDEN. The 2nd half adds a higher vocal harmony + a picked lead guitar line that open up the sound a bit and just give it a nice little emotional boost.