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2013 Brand Engagement StrategyPhilip Jesse Donaldson
The Campaign - Components
The Hunt for the Golden Twinkie
This contest harkens back to Willy Wonka and his five golden tickets, but with a twist. Thirteen packages of Twinkies with golden filling will be distributed across the U.S. The lucky few who find these golden Twinkies will receive a special prize based on their age group
The Hunt for the Golden Twinkie will be used as a tagline for an advertising campaign to promote the contest
Excitement over finding these special Twinkies will increase sales
Twinkies pop-up stores will provide a fun way to create buzz while selling Twinkies snack cakes and merchandise in major cities
For the Lucky Few
Three Tiers of PrizesAges 7-13: Finder gets
Twinkies delivered to his/her school for everyone
Ages 14-20: Finder will receive a $2,500 Twinkies scholarship for furthering their education
Ages 21 and up: Finder, along with three guests will be invited to attend the Twinkies Revival party in New York City as V.I.P. guests
Twinkies Revival Party
Details Why a Party? Event will be held at the 40/40
Club in the Flatiron District Location chosen for its high
capacity, reasonable price and enjoyable atmosphere
In the spirit of Twinkies and the Campbell-Mithun created tagline: “Where’s the cream filling?” We would also ask Smirnoff Whipped Cream flavored vodka to be a corporate sponsor
The shockwave created from Twinkies being pulled from the shelves was enormous. What better way to bring back this great piece of Americana than by throwing a big party?
Disappearance of Twinkies even brought celebrity outcry from people like Rob Lowe, Woody Harrelson, Diane Sawyer, Piers Morgan – all likely to attend such an event
Twinkies Pop-Up Store Pop-up stores are an emerging
trend in retail that bring brands right to their audienceWired Magazine’s Holiday Pop-up
store in SoHoGQ Pop-up store in Chicago
Because they “pop-up” unannounced, pop-up stores bring a fresh feel, surprise and exclusivity that draw crowdsGalleries, theaters and Cirque du
Soleil have been using pop-ups successfully for years
Great way to draw in customers to sell Twinkies and Twinkies merchandise
Social Media Competitions Cooking with Twinkies
Twinkies Photo Contest
This is everyone’s chance to show off their greatest edible Twinkie creation! Encourages participants to ‘go big’
with their creation, increasing Twinkie sales
Engages participants in an online community around Twinkies, generating more excitement about their revival
Simply photograph and share to Twitter/Facebook to enter
Winner invited to participate in televised cooking with Twinkies “Throwdown” with Bobby Flay
Submit your wildest photos with Twinkies! Participants take pictures of
themselves with Twinkies and share via Twitter/Facebook
Generates further engagement in online Twinkie community and adds a little more fun to the great snack cake
Three winners get a case of Twinkies and a limited edition Twinkies T-Shirt
Television Placement OpportunitiesCooking with Twinkies
“Throwdown” with Bobby Flay
Twinkies as a secret basket ingredient for dessert round of “Chopped”
Twinkies used as mystery ingredient on “Sweet Genius”
Prospect of winning a chance to appear on “Throwdown” with Bobby Flay would increase participation in the Cooking with Twinkies social media competition
Appearance as a mystery ingredient increases its exposure and generates renewed interest in Twinkies
Creative dessert cooking increases appeal of both Twinkies and the program it appears on
Why These Components Make a Winning Campaign The Hunt for the Golden Twinkie is a
nation-wide search that has something to offer to all of Twinkie’s key demographics Utilization of Twinkies pop-up stores in
major cities adds fresh feel and excitement to the Twinkie search
Social media competitions engage participants in an online Twinkie sharing community Winner given the opportunity to perform
in Twinkies television placement appearance
Twinkies television placement opportunities hold participation in the social media competitions and elevate the amount of positive Twinkies exposure Give a chance to show how creatively
Twinkies can be used